Saving the planet was impossible… until millennials stepped in, of course.

"Despite the fact that millennials are coming of age in one of the most difficult economic climates in the past 100 years, they continue to be most willing to pay extra for sustainable offerings — almost three-out-of-four respondents.” - Nielsen

Now, stop and imagine yourself at the cash register purchasing your favorite pint of chocolate-chip gelato and then reaching for your reusable grocery bag. Go ahead and ask yourself why you’re using it and hold onto that thought!

Next, imagine you’re at the local jewelry store and you see the eco-friendly diamond section. What are your thoughts now?

Is there any difference for you between choosing reusable grocery bags over plastic ones with choosing eco-friendly diamonds over mined ones?

For us and many millennials, the answer is obvious: there should be no difference between opting for reusable bags, but not eco-friendly diamonds. Indeed, demand for ethically-sourced diamonds has been on the rise for several years.

Is the choice an obvious one for you too?