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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
