Menu Click here
website logo
Sign In| Sign Up
back back
Diamond trading
Search for Diamonds Manage Listings IDEX Onsite
diamond prices
Real Time Prices Diamond Index Price Report
news & research
Newsroom IDEX Research Memo Search News & Archives RSS Feeds
back back
Diamond trading
Search for Diamonds Manage Listings IDEX Onsite
diamond prices
Real Time Prices Diamond Index Price Report
news & research
Newsroom IDEX Research Memo Search News & Archives RSS Feeds
back back
MY IDEX
My Bids & Asks My Purchases My Sales Manage Listings IDEX Onsite Company Information Branches Information Personal Information
Logout
Newsroom Full Article

De Beers and Signet Target Diverse New Bridal Generation

May 23, 24 by John Jeffay

(IDEX Online) - 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.

Diamond Index
Related Articles

The Future of Bridal

December 21, 23 by John Jeffay

Read More...

Signet Boss Heralds Wedding Recovery

December 27, 23 by John Jeffay

Read More...

Almost Half of Couples Buy Lab Grown Engagement Ring

March 18, 24 by John Jeffay

Read More...

Newsletter

The Newsletter offers a quick summary of the past week's industry news and full articles.
Our Services About IDEX Privacy & Security Terms & Conditions Sign-Up Advertise on IDEX Industry Links Contact Us
IDEX on Facebook IDEX on LinkedIn IDEX on Twitter