De Beers and Signet Jewelers have agreed to collaborate and share the unique attributes of natural diamonds with a new generation of US couples, ahead of an expected 25% increase in engagements over the next three years.
Signet Jewelers is the world’s largest retailer of diamond jewelry, whose iconic retail brands include Kay Jewelers, Zales, Jared, Diamonds Direct and Blue Nile.
The parties say that utilizing Signet’s trusted brands, digital capabilities and extensive store network and De Beers Group’s expertise in creating iconic campaigns, the collaboration will showcase the inherent rarity and timelessness of natural diamonds.
A new campaign will fully roll out in the third quarter and feature online content, in-store experiences and targeted marketing messages.
Signet’s proprietary research indicates that there will be an upswing in proposals and engagements amongst US Zillennials over the next 36 months, following a recent lull due to a lack of couples forming during the pandemic.
The engagement uptick is expected to be driven by couples from diverse racial and ethnic backgrounds and the LGBTQIA+ community.
To support consumer marketing activities, training will be provided to Signet’s 20,000 sales associates to help educate their customers on natural diamonds’ unique attributes, including their enduring emotional and financial value and the enormous socioeconomic benefits natural diamonds help deliver for the people and places where they are discovered.
Natural diamond visual merchandising will also be revamped and refreshed within Signet’s banners to appeal to pre-engagement consumers.
“Natural diamonds are the perfect symbols to celebrate life’s most meaningful moments – they are as unique, timeless, rare and precious as the emotions they represent,” said De Beers Group CEO Al Cook.
“We now have the opportunity to connect a diverse new generation to the extraordinary attributes of natural diamonds. I am so proud of the good that diamonds do for the people and places they come from.
“To maximise the reach and impact of our activities, we know that new approaches and strategic collaborations will be vital. This is why we are so pleased to be working with a leading retailer like Signet to share the story of natural diamonds with consumers.
“Signet is a true authority for pre-engagement couples as they decide which diamond to choose, and I am particularly pleased that we will be working together to equip Signet’s sales associates to share the unique attributes of natural diamonds.”
“When choosing a piece of jewelry, it’s vital to have complete confidence and trust in who you buy it from and how it was sourced,” said Signet Jewelers CEO Virginia C. Drosos.
“Our industry-leading position in responsible sourcing is an asset we want to communicate to the next generation of diamond buyers. We are proud to stand by the Signet Promise – our commitment to upholding the integrity of the global diamond supply chain through responsible sourcing.
“Our selection of diamonds is unrivaled, and our jewelry experts know the ins and outs of the diamond purchasing journey and value proposition
“Our team members overwhelmingly choose natural for their own purchases – more than 4 out of 5 times, in fact – which speaks volumes.
“We are looking forward to investing in new trainings and initiatives to equip our field team to share the natural diamond story with our customers.” Drosos said.
As a leading natural diamond supplier, all De Beers diamonds are sourced in accordance with the company’s Best Practice Principles and it’s Building Forever sustainability framework, ensuring that every diamond discovered by De Beers is responsibly sourced and has helped create a positive impact for the people and place it came from.
