Signet Jewelers, the world’s largest retailer of diamond jewelry, has announced a strategic partnership with De Beers Group to promote the unique attributes of natural diamonds to a new generation of U.S. couples. This collaboration anticipates a significant 25% increase in engagements over the next three years.
Leveraging Signet’s extensive brand presence, digital expertise, and vast network of stores, along with De Beers Group’s renowned marketing campaigns, the initiative aims to highlight the rarity and timelessness of natural diamonds. A comprehensive campaign will launch in the third quarter, featuring engaging online content, immersive in-store experiences, and targeted marketing messages.
Proprietary research from Signet indicates a surge in proposals among U.S. Zillennials within the next 36 months, following a decline during the pandemic. This engagement boom is expected to be driven by couples from diverse racial and ethnic backgrounds and the LGBTQIA+ community.
To support these marketing efforts, Signet will train its 20,000 sales associates to educate customers on the unique attributes of natural diamonds, emphasizing their enduring emotional and financial value, as well as the socioeconomic benefits they bring to mining regions. Additionally, Signet will refresh its visual merchandising 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 are excited to connect a diverse new generation to the extraordinary attributes of natural diamonds through this partnership with Signet.”
Signet Jewelers CEO Virginia C. Drosos emphasized the importance of trust and responsible sourcing in the jewelry purchasing process. “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,” Drosos said. “Our industry-leading position in responsible sourcing is an asset we want to communicate to the next generation of diamond buyers.”
Drosos highlighted that Signet’s selection of diamonds is unrivaled, and its jewelry experts are well-versed in the diamond purchasing journey. “Our team members overwhelmingly choose natural diamonds for their own purchases – more than 4 out of 5 times, in fact – which speaks volumes.”
As a leading supplier of natural diamonds, De Beers ensures that all its diamonds are sourced according to its Best Practice Principles and Building Forever sustainability framework, guaranteeing that every diamond is responsibly sourced and contributes positively to the people and places from which they originate.
The new alloy, Inoveo Platinum, will be available exclusively through Stuller in the U.S. for manufacturers, designers, and jewelers, beginning this summer. Technical experts will be present at Stuller’s JCK booth (#13089) to provide more information and answer any questions about the new alloy.
