SourcingJun 10, 2024
State of the Diamond Industry: Botswana Beyond DiamondsSourcingMay 24, 2024
Signet, De Beers Have a Plan to Promote Natural Diamonds
The two industry giants are working together on a new marketing campaign.
De Beers Group CEO Al Cook (left) and Signet Jewelers CEO Gina Drosos met in Botswana earlier this year. Their companies are teaming up on a new natural diamond marketing campaign set to launch in Q3.
New York—Signet Jewelers and De Beers Group are working together on a strategy to promote natural diamonds ahead of an expected uptick in engagements in the coming years.
Citing its own research, Signet said it expects to see a 25 percent increase in engagements, particularly for zillennial (the portmanteau applied to those individuals born on the cusp of the millennial and Gen Z generations) couples, over the next three years as the effects of pandemic lockdowns fade.
The couples are expected to be of diverse racial and ethnic backgrounds and from the LGBTQIA+ community, said Signet.
“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.”
Signet has well-known brands, a wide store network, and digital know-how while De Beers has a track record of producing iconic campaigns—think the famous “A Diamond Is Forever” shadow commercials from the 1990s.
The two will release this new marketing campaign in the third quarter, complete with online content, influencer partnerships, in-store experiences, and targeted marketing messages.
In addition to the campaign, Signet’s 20,000 sales associates will be trained to educate customers about natural diamonds.
“Our selection of diamonds is unrivaled, and our jewelry experts know the ins and outs of the diamond purchasing journey and value proposition,” said Signet CEO Gina Drosos.
“Our team members overwhelmingly choose natural for their own purchases—more than four out of five 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.”
The employee training will include information about what makes diamonds unique and the socioeconomic benefits they provide to mining communities.
“I am so proud of the good that diamonds do for the people and places they come from,” said Cook.
“To maximize 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.”
Related stories will be right here …
Citing its own research, Signet said it expects to see a 25 percent increase in engagements, particularly for zillennial (the portmanteau applied to those individuals born on the cusp of the millennial and Gen Z generations) couples, over the next three years as the effects of pandemic lockdowns fade.
The couples are expected to be of diverse racial and ethnic backgrounds and from the LGBTQIA+ community, said Signet.
“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.”
Signet has well-known brands, a wide store network, and digital know-how while De Beers has a track record of producing iconic campaigns—think the famous “A Diamond Is Forever” shadow commercials from the 1990s.
The two will release this new marketing campaign in the third quarter, complete with online content, influencer partnerships, in-store experiences, and targeted marketing messages.
In addition to the campaign, Signet’s 20,000 sales associates will be trained to educate customers about natural diamonds.
“Our selection of diamonds is unrivaled, and our jewelry experts know the ins and outs of the diamond purchasing journey and value proposition,” said Signet CEO Gina Drosos.
“Our team members overwhelmingly choose natural for their own purchases—more than four out of five 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.”
The employee training will include information about what makes diamonds unique and the socioeconomic benefits they provide to mining communities.
“I am so proud of the good that diamonds do for the people and places they come from,” said Cook.
“To maximize 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 said it plans to enhance its financing offers for customers purchasing natural diamonds.
The jewelry giant, which is a De Beers sightholder, also plans to continue to emphasize its responsible sourcing practices.
“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 Drosos.
“Our industry-leading position in responsible sourcing is an asset we want to communicate to the next generation of diamond buyers,” she said, highlighting the company’s “Signet Promise,” which states its commitment to “upholding the integrity of the global diamond supply chain through responsible sourcing.”
Its supplier, De Beers, sources its diamonds in line with its “Best Practice Principles” and its “Building Forever” sustainability framework.
In conjunction with the marketing campaign, the pair also will launch a beacon campaign, first reported in JCK, which highlights a specific product, like De Beers has done in the past with three-stone rings, the right-hand ring, and “Journey” diamond jewelry.
The specifics of this campaign are not yet available, a Signet spokesperson said.
More on Sourcing
The Latest
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
