Natural diamonds have taken a big hit in the past few years. From the highs and lows of Covid-19 spending on luxury, to economic uncertainty and an oversupply in the midstream that has led to a persistently weak market, prices and demand have dropped. And that’s before you consider the effect of the younger demographic’s growing interest in lab-grown.
With significant obstacles to overcome, those in the trade have been looking for a solution to reengage Millennials, Gen Z and up-and-coming Gen Alpha consumers with the wonder, rarity and magic of a natural diamond. Enter De Beers and Signet Jewelers.