Riding on a robust bridal market in the US, Signet and De Beers are launching a new diamond marketing campaign ahead of an expected 25 per cent rise in engagements over the next three years.

The initiative, which will roll out in the third quarter and feature online content, in-store experiences and targeted marketing messages, is part of a collaboration between Signet and De Beers that aims to promote the unique attributes of natural diamonds to a new generation of US couples. 

“As increasingly diverse couples lead the US engagement recovery, Signet and De Beers are re-introducing natural diamonds to zillennials, the newest generation of diamond engagement ring consumers in the US,” the companies said.

Zillennials belong to a small group born between the early 1990s and the early 2000s. Pew Research Center, meanwhile, defines millennials as those born between 1981 and 1996 while Gen Zs refer to anyone born from 1997 to 2012.

Signet Jewelers, which owns diamond jewellery brands KAY Jewelers, Zales, Jared, Diamonds Direct and Blue Nile, will combine its digital capabilities and extensive store network with De Beers Group’s expertise in creating iconic campaigns for this initiative.

Signet revealed that based on its proprietary research, there will be an upswing in proposals and engagements among US zillennials over the next 36 months, following a recent lull due to a lack of couples forming during the pandemic. The engagement uptick is expected to be driven by couples from diverse racial and ethnic backgrounds and the LGBTQIA+ community.

To support consumer marketing activities, training will be provided to Signet’s 20,000 sales associates to help educate their customers on natural diamonds’ unique attributes, including their enduring emotional and financial value and the enormous socioeconomic benefits natural diamonds help deliver for the people and places where they are discovered. Natural diamond visual merchandising will also be revamped and refreshed within Signet’s banners to appeal to pre-engagement consumers.

“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."