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Don’t look now, but the year 2000 is just around the corner. And along with talk of computer bugs, New Year’s blow-outs, and would-be apocalypses, be prepared for a tidal wave of hype christmas links of london sale.But where many of us just see a big date change, De Beers senses a unique opportunity. The company is sinking millions of dollars — exactly how many has yet to be determined — into a “Diamonds for the Millennium” campaign xmas links of london . The expense will be above its normal advertising outlay.At first, such a campaign sounds trite, similar to M&Ms’ pitch for “candy for the next millennium.”links rings But De Beers executives argue that diamonds are uniquely positioned to benefit from the big calendar flip. After all, not many products have been around since the last millennium, as diamonds have. “The millennium is a unique opportunity for diamonds and De Beers,” notes Mary Walsh, marketing director for the United States and Canada sweetie Bracelet. “No other product is as appropriate as a diamond to take advantage of the moment.”Gambling on psychology. It all comes down to the psychology of the moment. Today, most people think that New Year’s Eve 1999 will simply mean the party to end all parties. But De Beers is gambling that it will also be a time of serious reflection. Traditionally, New Year’s Day is when people take stock of their lives and make resolutions for change links bracelets. And what will the millennium be but the ultimate New Year’s?“People will think: ‘Here I am. What’s the value of my life?’” says Cheryl Silberg of the Diamond Promotion Service. “And for most people, what’s of value to them is the people they care about.links of london sweetie And if they happen to see a diamond commercial around that time, they’ll realize there’s no better way of expressing that feeling than with diamonds.”