De Beers shuts down LightBox

[Texas Leaguer]

I often wonder if old money buy lux brands or new self made money are more inclined to by brands?

I get the impression that the new generation of shoppers now shaping the diamond and jewelry market are brand conscious only in the sense of being quality conscious, associating certain brands with the quality and values that resonate with them.

While some of the storied brands have managed to connect with them on this level, these shoppers are not as inclined to buy just on name alone.