Ethics and traceability are paramount for millennials shopping for precious stones – and that is changing the jewellery business for the better.
Millennial consumers are asking the right questions when it comes to buying gemstones ethically. Baby-boomers, in contrast, have seldom asked the same questions about the provenance of coloured gems or diamonds.
Not only that, but coloured gemstones are also in vogue for millennials, favoured by fashionable royals and celebrities, fuelling a boom for sapphires, rubies, emeralds and other coloured gems in recent years.
Kylie Jenner was photographed rocking some giant emeralds around her neck at the Kardashians’ annual Christmas eve party. Hollywood star Scarlett Johansson meanwhile celebrated her engagement in 2019, showing off her an elegant 11-carat elongated brown diamond ring.
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About London DE
Multiple award-winning London DE is the UK’s leading multi-channel supplier of bespoke jewellery and certified gemstones. They ethically source loose stones and create bespoke jewellery in their workshops in London’s Hatton Garden.
They draw on the broad knowledge, skills and experience of their team to engage our customers in a professional and consultative manner in order to deliver service excellence.