Signet Jewelers, the world’s largest retailer of diamond jewelry, whose iconic retail brands include KAY Jewelers, Zales, Jared, Diamonds Direct and Blue Nile, and De Beers Group, the world’s leading diamond company, announced a collaboration to share the unique attributes of natural diamonds (NDs) with a new generation of U.S. couples, ahead of an expected 25% increase in engagements over the next three years.
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 U.S. 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.
As a leading natural diamond supplier, all De Beers diamonds are sourced in accordance with the company’s Best Practice Principles and its 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.
