Signet & De Beers Combine Marketing Power To Sell Natural Diamonds To American Couples

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Signet Jewelers and De Beers announced a collaboration to 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.

Utilising Signet’s trusted brands such as KAY Jewelers, Zales, Jared, Diamonds Direct and Blue Nile, 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.

De Beers Group CEO Al Cook said, “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 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. 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.”

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