De Beers & Signet Announce Marketing Collab

In a statement, Signet, one of the largest diamond retailers in the world and diamond miner De Beers announced they will be collaborating on a marketing project to boost demand for natural diamonds. The collaboration between two majors in the global diamond industry, slated for Q3 this year, is not yet detailed but will involve "educating consumers - 'zillenials' - on the extraordinary attributes of natural diamonds." According to JCK News, De Beers CEO Al Cook said the value of the campaign will top the US$20m "Seize the Day" campaign the miner launched in 2023. Signet and De Beers hope the new campaign will inspire other brands to pick up on the idea. 

Photo credit: Signet Jewelers - Jared