What's Happening?
Jared, a division of Signet Jewelers, is launching a campaign to promote natural diamonds, including a documentary titled 'A Diamond Is Born' by Luc Jacquet. The initiative aims to highlight the rarity and significance of natural diamonds, emphasizing their journey from mines to consumers. Jared is also introducing a new engagement collection, 'Storied Diamonds Desert Sands of Eternity,' featuring traceable diamonds and reclaimed gold. The campaign seeks to educate consumers on the value and ethical sourcing of natural diamonds.
Why It's Important?
This initiative by Jared addresses the growing competition from lab-grown diamonds, which are gaining popularity due to their lower cost. By focusing on the unique qualities and ethical sourcing of natural diamonds, Jared aims to differentiate its offerings and appeal to consumers seeking authenticity and sustainability. The campaign also highlights the economic and social impact of diamond mining in Botswana, contributing to the narrative of responsible jewelry practices. This move could influence consumer preferences and industry standards in the jewelry market.
