Signet Jewelers and De Beers have established a relationship to communicate the unique characteristics of natural diamonds with a new generation of US couples, in anticipation of a 25% increase in engagements over the next three years.
The collaboration will highlight the inherent rarity and timelessness of natural diamonds by leveraging Signet‘s trusted brands such as KAY Jewelers, Zales, Jared, Diamonds Direct, and Blue Nile, as well as the digital capabilities and extensive store network of De Beers Group and its expertise in creating iconic campaigns. A new campaign will be completely launched in the third quarter, featuring online content, in-store experiences, and targeted marketing messaging.
Signet‘s exclusive research shows that there will be an increase in proposals and engagements among U.S. Zillennials during the next 36 months, following a recent pause caused by a dearth of couples forming during the pandemic. Couples of all races and ethnicities, as well as the LGBTQIA+ community, are projected to fuel the increase in participation.
To support consumer marketing activities, Signet‘s 20,000 sales associates will be trained to educate their customers on the unique characteristics of natural diamonds, such as their long-term emotional and financial value, as well as the enormous socioeconomic benefits they provide to the people and places where they are discovered. Natural diamond visual merchandising will also be overhauled and renewed in Signet banners to appeal to pre-engagement customers.
De Beers Group CEO Al Cook stated, “We are delighted to be collaborating with a top retailer like Signet to tell the narrative of natural diamonds to consumers. Signet is a great authority for pre-engagement couples when deciding which diamond to choose, and I am very thrilled that we will be collaborating to train Signet‘s sales associates to convey the unique characteristics of natural diamonds.”
Virginia C. Drosos, CEO of Signet Jewelers, adding, “Our staff members overwhelmingly pick natural for their own purchases – more than four out of five times – which says volumes. We are excited to invest in new trainings and projects to help our field staff tell the natural diamond narrative with our consumers. Our industry-leading expertise in responsible sourcing is an advantage we want to share with the next generation of diamond purchasers. We are happy to uphold the “Signet Promise” – our commitment to ensuring the integrity of the global diamond supply chain through responsible sourcing.”