Close Menu
Jewellery MonthlyJewellery Monthly
    Facebook X (Twitter) Instagram
    Jewellery MonthlyJewellery Monthly
    • News
      • Industry News
      • Celebrities
      • Launches
    • Events
    • Insights
    • Consumer Education
      • Diamond Prices
    • About Us
    • Contact
    Wednesday, May 28
    Jewellery MonthlyJewellery Monthly
    Home»Industry News»Signet and De Beers Collaborate to Engage New Generation of Diamond Buyers
    signet 1
    Industry News

    Signet and De Beers Collaborate to Engage New Generation of Diamond Buyers

    Steven JosephBy Steven Joseph23/05/20243 Mins Read
    Share
    Facebook Twitter LinkedIn Pinterest Email

    Signet Jewelers and De Beers Group have announced a strategic collaboration aimed at introducing natural diamonds to a new generation of U.S. and Canadian couples.

    The partnership targets the emerging “Zillennials” demographic, capitalising on a projected 25% increase in engagements over the next three years.

    The initiative includes a comprehensive campaign set to launch in the third quarter, featuring online content, in-store experiences, and targeted marketing.

    Research-Driven Strategy

    Signet’s research indicates a significant rise in engagements among Zillennials in the coming years, spurred by the aftermath of the pandemic. This growth is expected to include a diverse array of couples, encompassing various racial and ethnic backgrounds as well as the LGBTQIA+ community.

    To support the campaign, Signet’s 20,000 sales associates will receive training on the attributes of natural diamonds, emphasising their emotional and financial value. Additionally, visual merchandising within Signet’s stores will be updated to better appeal to pre-engagement consumers.

    A Signet spokesperson confirmed that the campaign is currently planned to be rolled out exclusively to Signet’s banners in the US and Canada and will not yet be implemented in H Samuel or Ernest Jones stores.

    “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,” said De Beers Group CEO Al Cook. 

    “We now have the opportunity to connect a diverse new generation to the extraordinary attributes of natural diamonds. I am so proud of the good that diamonds do for the people and places they come from. To maximise the reach and impact of our activities, we know that new approaches and strategic collaborations will be vital. This is why 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.”

    “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,” 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 unrivaled, and our jewelry experts know the ins and outs of the diamond purchasing journey and value proposition,” said Drosos. “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 training and initiatives to equip our field team to share the natural diamond story with our customers.”

    Ethical Sourcing and Sustainability

    De Beers continues to underscore its commitment to responsible sourcing through its Best Practice Principles and Building Forever sustainability framework. The collaboration aims to reassure consumers about the positive socio economic impact of natural diamonds.

    This collaboration between Signet Jewelers and De Beers Group represents the strongest effort in recent memory to promote natural diamonds among a new generation of buyers. By combining Signet’s extensive retail reach with De Beers’ marketing expertise, this collaboration between two strong brands is poised to effectively showcase to U.S. couples the unique attributes of natural diamonds that make them so meaningful.

    Share. Facebook Twitter Pinterest LinkedIn Tumblr Email
    Steven Joseph

    Steven aims to be first to bring the news on industry updates, while his finance background informs his insights on how broader economic trends affect the jewellery trade

    Related Posts

    CIBJO President Dr Gaetano Cavalieri Receives ICA Lifetime Achievement Award

    23/05/2025

    Kimberley Process Moves Closer to Redefining ‘Conflict Diamonds’

    19/05/2025

    GIA Launches Free GemKit Educational Resource for Schools Globally

    15/05/2025

    De Beers Quietly Offers Discounted Rough Diamonds to Selected Clients

    15/05/2025

    Alrosa Recovers Russia’s Largest Gem-Quality Diamond at Reopened Mir Mine

    14/05/2025

    De Beers Group to Wind Down Lightbox Lab-Grown Diamond Business

    09/05/2025

    Jewellery industry news & insights delivered straight to your inbox

    Get the free 5-minute newsletter read by Jewellery Industry professionals who want to get ahead

    Your subscription could not be saved. Please try again.
    Your subscription has been successful.

    Explore

    • About
    • Contact

    Reach Our Audience

    • Advertise
    • Submit a press release
    • Submit an opinion piece

    Consumer Education

    • 4Cs of Diamonds
    • Diamond Price Chart

    Jewellery Monthly is part of Loupe Media Network

    Privacy policy | Terms of use | Cookie Policy

    Type above and press Enter to search. Press Esc to cancel.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
    cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
    cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
    cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
    viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
    Functional
    Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
    Performance
    Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    Others
    Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
    SAVE & ACCEPT