“The number of Millennials is growing at a global scale and particularly in the Far East”, said Nimesh Patel, Chief Financial Officer of De Beers (29 stores worldwide) to the Wall Street Journal. “In China and India there are more than 400 million Millennials in each of those two markets, so the opportunity is huge”. As 75% of De Beers’ profit comes from mining, marketing diamonds to younger people will be critical to the group’s future, in a context where the young generation puts less