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Akron, OH, and London, UK--Signet Jewelers and De Beers Group have announced a partnership to promote natural diamonds to a new generation of U.S. couples. This initiative is aimed at Zillennials, the newest demographic of diamond engagement ring buyers, and highlights the unique qualities and enduring value of natural diamonds.

Signet, known for brands like KAY Jewelers, Zales, Jared, Diamonds Direct, and Blue Nile, along with De Beers, will launch a campaign in the third quarter. Per a news release, this campaign will include online content, in-store experiences, and targeted marketing, focusing on natural diamonds' rarity and lasting appeal.

Signet's research – as highlighted in the release — predicts a 25% increase in engagements over the next three years, following a dip due to the pandemic. Per the release, this surge is expected to be driven by diverse couples, including those from various racial and ethnic backgrounds and the LGBTQIA+ community. To support this marketing effort, Signet will train its 20,000 sales associates to educate customers on the value and benefits of natural diamonds.

"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 in the news release. "We now have the opportunity to connect a diverse new generation to the extraordinary attributes of natural diamonds."

Signet Jewelers CEO Virginia C. Drosos noted the importance of trust and responsible sourcing. "Our industry-leading position in responsible sourcing is an asset we want to communicate to the next generation of diamond buyers," Drosos added in the release. "We are proud to stand by the 'Signet Promise' – our commitment to upholding the integrity of the global diamond supply chain through responsible sourcing."

The release added that De Beers ensures that all its diamonds are responsibly sourced, adhering to its Best Practice Principles and Building Forever sustainability framework, which guarantees that each diamond supports positive impacts on the communities where they are discovered.

Learn more in this news release on PR Newswire.