Signet Jewelers, the world’s largest retailer of diamond jewellery and De Beers are collaborating to share the unique attributes of natural diamonds with US Zillennials, a new generation of couples, ahead of an expected 25% increase in engagements over the next three years.
The diamond miner said in a statement that the collaboration will showcase the inherent rarity and timelessness of natural diamonds.
The campaign will commence in the third quarter and feature online content, in-store experiences, and targeted marketing messages.
It said 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.
“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 chief executive 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.”
Signet chief executive Virginia Drosos said it is important to have complete confidence and trust in who you buy diamonds from and how it was sourced.
“Our industry-leading position in responsible sourcing is an asset we want to communicate to the next generation of diamond buyers,” she said.
“We are proud to stand by the ‘Signet Promise’ – our commitment to upholding the integrity of the global diamond supply chain through responsible sourcing.”
Mathew Nyaungwa, Editor in Chief of the African Bureau, Rough&Polished
