Signet Jewelers and De Beers Group Partner to Highlight the Timeless Appeal of Natural Diamonds
Signet Jewelers, the world’s largest retailer of diamond jewellery, whose iconic retail brands include KAY Jewelers, Zales, Jared, Diamonds Direct, and Blue Nile, has announced an exciting collaboration with De Beers Group, the leading diamond company globally. This strategic partnership aims to illuminate the unique attributes of natural diamonds to a new generation of U.S. couples, in anticipation of a 25% increase in engagements over the next three years.
Leveraging Signet’s trusted brands, cutting-edge digital capabilities, and extensive store network, combined with De Beers Group’s expertise in creating iconic campaigns, the collaboration will spotlight the rarity, beauty, and timelessness of natural diamonds. A comprehensive new campaign is set to roll out in the third quarter, featuring engaging online content, immersive in-store experiences, and precisely targeted marketing messages.
Signet’s proprietary research indicates a significant rise in proposals and engagements among U.S. Zillennials over the next 36 months, following a pandemic-related decline in couple formations. This engagement surge is expected to be driven by couples from diverse racial and ethnic backgrounds, as well as the LGBTQIA+ community.
To support these consumer marketing activities, Signet will provide extensive 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 enormous socioeconomic benefits they deliver to the communities where they are sourced. Additionally, visual merchandising for natural diamonds will be refreshed within Signet’s banners to appeal more effectively to pre-engagement consumers.
Insights from De Beers Group CEO Al Cook
In an exclusive interview, De Beers Group CEO Al Cook shared his thoughts on the collaboration and the significance of natural diamonds:
CJ: Al, what makes this collaboration between Signet Jewelers and De Beers Group so significant?
Al Cook:  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. We now have the opportunity to connect a diverse new generation to the extraordinary attributes of natural diamonds. I am proud of the positive impact that diamonds have on the communities and environments where they are found. To maximise the reach and impact of our activities, new approaches and strategic collaborations are essential. This is why we are thrilled 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.
CJ: How do you see this collaboration impacting the perception of natural diamonds?
Al Cook: Â This partnership not only aims to elevate the perception and desirability of natural diamonds but also underscores the commitment both companies have towards responsible sourcing and educating consumers on the value and impact of their purchases. By aligning our efforts, Signet and De Beers Group are poised to influence the diamond buying decisions of a new, diverse generation of consumers, ensuring that the tradition of choosing natural diamonds for significant life moments continues to thrive.
Commitment to Responsible Sourcing
“When choosing a piece of jewellery, it is vital to have complete confidence and trust in who you buy it from and how it was sourced,” said Signet Jewelers CEO Virginia C. 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,” said Drosos. “Our team members overwhelmingly choose natural diamonds for their own purchases – more than 4 out of 5 times, in fact – which speaks volumes. We look forward to investing in new trainings and initiatives to equip our field team to share the natural diamond story with our customers.”
This partnership not only aims to elevate the perception and desirability of natural diamonds but also underscores the commitment both companies have towards responsible sourcing and educating consumers on the value and impact of their purchases. By aligning their efforts, Signet and De Beers Group are poised to influence the diamond buying decisions of a new, diverse generation of consumers, ensuring that the tradition of choosing natural diamonds for significant life moments continues to thrive.
