Did you know that 88% of Millenials prefer to buy products that are not only practical but also manufactured in a socially responsible way?   Smart jewelry shoppers today are more likely to buy ethically made over naturally mined gemstones for very savvy reasons:  1)  They are aware that diamond's market price is artificially inflated  2)They are not willing to spend their hard-earned money on jewelry that will not hold its value and  3) They are aware of the false diamond indoctrination of "rare, therefore expensive".​