De Beers and Signet will work together to promote natural diamonds to a “diverse new generation” of US consumers, ahead of an expected surge in post-pandemic engagements.
They predict a 25 per cent increase over the next three years, driven by zillennial couples (currently aged 30 to 35) from a variety racial and ethnic backgrounds and the LGBTQIA+ community (lesbian, gay, bisexual, transgender, queer, intersex, asexual plus).
Signet, the world’s largest retailer of diamond jewelry, has previously blamed the “engagement gap” for a fall in bridal sales, which account for half its revenue. The average time between first date and engagement is three years, the company says.
It will be collaborating with De Beers, the biggest supplier of non-sanctioned diamonds, to “share the unique attributes of natural diamonds with a new generation of U.S. couples”.
Both companies are working together on new campaigns, the first of which will be fully rolled later this year, featuring online content, in-store experiences and targeted marketing messages.
Signet’s 20,000 sales staff will be trained to educate customers on the emotional and financial attributes of natural diamonds and visual merchandising in Signet’s banners will be revamped to target pre-engagement consumers.
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