Signet, De Beers Have a Plan to Promote Natural Diamonds
The two industry giants are working together on a new marketing campaign.

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.
The Latest

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

Plans for dining out, booking vacations, and buying big-ticket items were down.

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.


The Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.

The family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.

The new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.

The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.

Wrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.

The three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Three C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”

The retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.

The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”

The latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.

The new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.

Participants who attend any three Rings of Strength events will be awarded a special medal.

Smith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.

The counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.

The MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.