Signet Jewelers, the world’s largest retailer of diamond jewellery, encompassing renowned brands such as KAY Jewelers, Zales, Jared, Diamonds Direct, and Blue Nile, has announced a collaboration with De Beers Group, the global leader in diamond production. This strategic partnership aims to highlight the unique attributes of natural diamonds to a new generation of U.S. couples, anticipating a significant 25% increase in engagements over the next three years.
Leveraging Signet’s trusted brand presence, digital prowess, and extensive network of stores alongside De Beers Group’s expertise in creating iconic campaigns, the collaboration is set to underscore the rarity and timelessness of natural diamonds. The initiative will launch a comprehensive campaign in the third quarter, featuring engaging online content, immersive in-store experiences, and targeted marketing messages.
According to proprietary research conducted by Signet, there is an anticipated surge in proposals and engagements among U.S. Zillennials within the next 36 months. This projected rise follows a recent decline due to fewer couples forming during the pandemic. The expected engagement boom will be driven by couples from diverse racial and ethnic backgrounds and the LGBTQIA+ community.
To support these consumer marketing activities, Signet will provide training to its 20,000 sales associates. This training aims to educate customers on the unique attributes of natural diamonds, emphasizing their enduring emotional and financial value, as well as the significant socioeconomic benefits they bring to the regions where they are mined. Additionally, Signet’s visual merchandising for natural diamonds will be refreshed 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,” stated 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 maximize 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.”
Signet Jewelers CEO Virginia C. Drosos emphasized the importance of trust and responsible sourcing in the jewellery purchasing process. “When choosing a piece of jewellery, it’s vital to have complete confidence and trust in who you buy it from and how it was sourced,” said 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 unrivalled, and our jewellery experts know the ins and outs of the diamond purchasing journey and value proposition,” Drosos added. “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.”
As a leading supplier of natural diamonds, De Beers ensures that all its diamonds are sourced in line with the company’s Best Practice Principles and its Building Forever sustainability framework. This commitment guarantees that every diamond discovered by De Beers is responsibly sourced, contributing positively to the people and places from which they originate.
