<p class="MsoNormal" style="box-sizing: border-box; margin-top: 0px; margin-bottom: 1rem; font-weight: 500; line-height: 1.66667; letter-spacing: -0.048px; color: rgb(34, 34, 34); font-size: 16px; font-family: Montserrat, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">De Beers' primary objective is to stimulate demand for diamond jewelry during the holiday season, especially in light of prevailing economic challenges. Cook noted that "the investment in this category is an addition to&nbsp;<a href="https://www.petragems.com/de-beers/" style="box-sizing: border-box; color: rgb(0, 0, 139); text-decoration: underline;">De Beers</a>' ongoing brand activities and will reintroduce the highly successful 'Seize the Day' campaign with a modern sensibility that resonates with the values and priorities of a new generation of consumers."<p class="MsoNormal" style="box-sizing: border-box; margin-top: 0px; margin-bottom: 1rem; font-weight: 500; line-height: 1.66667; letter-spacing: -0.048px; color: rgb(34, 34, 34); font-size: 16px; font-family: Montserrat, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">Given the challenging economic climate, the slowdown in diamond sales, and evolving consumer preferences, the campaign seeks to tap into consumers' desire for diamonds during the holiday season. De Beers' research also indicates a growing preference for natural diamonds for special occasions and significant relationship milestones

Stimulating Demand

<p class="MsoNormal" style="box-sizing: border-box; margin-top: 0px; margin-bottom: 1rem; font-weight: 500; line-height: 1.66667; letter-spacing: -0.048px; color: rgb(34, 34, 34); font-size: 16px; font-family: Montserrat, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">Concurrently, De Beers has chosen to discontinue its&nbsp;<a href="https://www.debeersgroup.com/media/company-news/2023/db-group-doubles-down-on-natural-diamonds-with-the-return-of-the-iconic-campaign" rel="nofollow" style="box-sizing: border-box; color: rgb(0, 0, 139); text-decoration: underline;">experiment</a>&nbsp;with Lightbox lab-grown diamond engagement rings, citing the likely unsustainable commercial proposition for&nbsp;<a href="https://www.petragems.com/education/lab-grown-diamonds/" style="box-sizing: border-box; color: rgb(0, 0, 139); text-decoration: underline;">lab diamonds</a>. Nevertheless, Lightbox will focus on fashion jewelry and&nbsp;<a href="https://www.petragems.com/blog/buy-a-diamond-ring-without-getting-duped/" style="box-sizing: border-box; color: rgb(0, 0, 139); text-decoration: underline;">loose diamonds</a>&nbsp;at affordable prices, excluding lab-grown diamond engagement rings.<p class="MsoNormal" style="box-sizing: border-box; margin-top: 0px; margin-bottom: 1rem; font-weight: 500; line-height: 1.66667; letter-spacing: -0.048px; color: rgb(34, 34, 34); font-size: 16px; font-family: Montserrat, sans-serif; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; orphans: 2; text-align: start; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; background-color: rgb(255, 255, 255); text-decoration-thickness: initial; text-decoration-style: initial; text-decoration-color: initial;">De Beers' commitment serves as a testament to the timeless beauty of natural diamonds. These gems transcend mere aesthetics; they symbolize love, commitment, and respect. Moreover, the natural diamond industry plays a pivotal role in bolstering local economies and supporting artisans worldwide. 'A Diamond Is Forever' is more than a mere tagline; it stands as a testament to the unparalleled majestic beauty of these gemstones, the love shared by miners and traders for their craft, and the joy they bring to the global human family.

Stopping Lightbox Experiment

De Beers' primary objective is to stimulate demand for diamond jewelry during the holiday season, especially in light of prevailing economic challenges. Cook noted that "the investment in this category is an addition to&nbsp;De Beers' ongoing brand activities and will reintroduce the highly successful 'Seize the Day' campaign with a modern sensibility that resonates with the values and priorities of a new generation of consumers."Given the challenging economic climate, the slowdown in diamond sales, and evolving consumer preferences, the campaign seeks to tap into consumers' desire for diamonds during the holiday season. De Beers' research also indicates a growing preference for natural diamonds for special occasions and significant relationship milestones

Sharif Khan

De Beers Launches $20 Million Holiday Campaign: 'A Diamond Is Forever'

Rappaport's call to action is clear: support the Rapaport US
 Diamond Protocol, a <a href="https://about.rapaport.com/sanctions/">comprehensive
 framework</a> designed to uphold ethical standards while ensuring the integrity
 of the diamond trade. The protocol's three main points serve as pillars of
 strength in the face of adversity:

Declaration of Diamond Origin:
 Importers and exporters must certify that diamonds entering the US originate
 from non-sanctioned sources, safeguarding against illicit trade practices.

Blockchain Traceability:
 Implementing blockchain technology allows for transparent tracing of diamond
 origins, bolstering accountability and eliminating ambiguity in the supply
 chain.

Trade Freedom: Once within
 US borders, diamonds are to be traded freely without undue restrictions or
 compliance burdens, fostering a conducive environment for fair market
 competition.

Support for Rapaport US Diamond Protocol

The implications of Belgium's power play are far-reaching,
 threatening to disrupt the delicate balance of the US diamond industry. By
 insisting on centralized control over diamond imports, Belgium jeopardizes the
 accessibility and affordability of diamonds for US consumers and traders alike.

The World Diamond Council's proposed G7 Diamond Protocol
 only serves to exacerbate the situation, advocating for stifling trade
 compliance regulations that disproportionately impact small and medium-sized
 jewelers. Such measures not only hinder market accessibility but also undermine
 the principles of fair trade and competition.

Implications of Belgium’s Power Play

It is imperative that we unite in solidarity to safeguard
 the future of the US diamond industry. Rappaport's proactive stance against
 unjust regulations resonates deeply with our core values, and we wholeheartedly
 lend our support to their cause.

As the specter of impending sanctions looms large, the time
 for action is now. We implore all stakeholders – from industry players to
 policymakers – to rally behind the Rapaport US Diamond Protocol. Together, we
 can forge a future where transparency, ethics, and fair trade prevail.

In closing, Petra Gems echoes the sentiments of Rappaport
 and urges all concerned parties to join the chorus of voices advocating for a
 fair and equitable diamond trade landscape. 

We stand united in defense of our industry, safeguarding its
 integrity for generations to come.

Solidarity with the U.S. Diamond Industry

Rappaport's call to action is clear: support the Rapaport US
    Diamond Protocol, a comprehensive
        framework designed to uphold ethical standards while ensuring the integrity
    of the diamond trade. The protocol's three main points serve as pillars of
    strength in the face of adversity:

Declaration of Diamond Origin:
    Importers and exporters must certify that diamonds entering the US originate
    from non-sanctioned sources, safeguarding against illicit trade practices.

Blockchain Traceability:
    Implementing blockchain technology allows for transparent tracing of diamond
    origins, bolstering accountability and eliminating ambiguity in the supply
    chain.

Trade Freedom: Once within
    US borders, diamonds are to be traded freely without undue restrictions or
    compliance burdens, fostering a conducive environment for fair market
    competition.

Rapaport US Diamond Protocol: Curbing Belgium's Monopolistic Ambition

Signet Jewelers faced a <a href="https://finance.yahoo.com/news/signet-jewelers-second-quarter-2025-133421112.html" rel="nofollow">tough second quarter</a>, reporting a
 7.6% year-over-year decline in sales. While this represents some improvement
 over the prior quarter’s 9.4% drop, the overall trend reflects the ongoing
 challenges in the retail jewelry market. For the first half of fiscal 2025,
 ending August 3, total revenue dropped by 8.5% to $3 billion, with adjusted
 EBITDA shrinking from $320 million to $218 million compared to the same period
 last year.

Despite these hurdles, CEO Gina Drosos <a href="https://www.forbes.com/sites/pamdanziger/2024/09/15/signet-jewelers-readies-for-rebound-in-bridal-business-with-new-customer-engagement-strategies/" rel="nofollow">remains confident</a> in
 the company’s ability to turn things around. She points to growth opportunities
 within Signet’s diverse portfolio of brands, which includes&nbsp;Jared, Diamonds Direct, Zales,&nbsp;<a href="https://www.petragems.com/kay-jewelers-review/">Kay Jewelers</a>, <a href="https://www.petragems.com/blue-nile-review/">Blue Nile</a>, and <a href="https://www.petragems.com/james-allen-review/">James Allen</a>. Across its 2,700 retail stores and integrated e-commerce platforms, the
 company is seeing positive momentum, especially in bridal jewelry, a category
 that accounts for nearly half of its sales.

A Tough Quarter

One key area of progress is the introduction of new product
 designs, which drove a 50% year-over-year increase in sales during the second
 quarter and now account for 25% of total revenue. Drosos attributes this
 success to Signet’s vertically integrated model and ability to deliver value
 through efficient inventory management, which turns over at twice the industry
 average. This ensures that customers have access to fresh, appealing
 merchandise at competitive price points.

The broader jewelry market continues to face challenges,
 including a 6% decline in 2023, with mixed results so far this year. However,
 <a href="https://www.petragems.com/education/lab-grown-diamonds/">lab-grown diamonds</a> have emerged as a game-changer, appealing to
 budget-conscious shoppers and contributing to higher average transaction
 values. Signet’s strategic focus on guiding customers toward these alternatives
 has bolstered its competitive position.

Bridal jewelry is showing early signs of recovery, aided by
 Signet’s proprietary tools that track key milestones in couples’ relationships.
 Engagement-related searches are on the rise, and sales in this category began
 to improve in the early third quarter. These trends suggest that a broader
 rebound in the bridal segment may be on the horizon.

New Products Offer Promise

Beyond products, Signet continues to expand its service
 offerings, such as extended warranties, repair programs, and financing options.
 Its Vault Rewards loyalty program, which now boasts over 5 million members, has
 proven effective in driving repeat purchases and increasing transaction values.
 With services offering higher margins, they represent a $1 billion growth
 opportunity for the company.

Looking ahead, Signet is focused on achieving $9 billion in
 annual revenue over the next three to five years. While the path forward
 requires addressing current market challenges, the company’s investments in
 customer experience, technology, and product innovation position it to grow its
 market share and capitalize on a recovering jewelry industry. By staying close
 to its customers and maintaining operational agility, Signet is poised for
 long-term success.

Lookin Ahead Beyond 2024

Signet Jewelers faced a tough second quarter, reporting a
    7.6% year-over-year decline in sales. While this represents some improvement
    over the prior quarter’s 9.4% drop, the overall trend reflects the ongoing
    challenges in the retail jewelry market. For the first half of fiscal 2025,
    ending August 3, total revenue dropped by 8.5% to $3 billion, with adjusted
    EBITDA shrinking from $320 million to $218 million compared to the same period
    last year.

Despite these hurdles, CEO Gina Drosos remains confident in
    the company’s ability to turn things around. She points to growth opportunities
    within Signet’s diverse portfolio of brands, which includes&nbsp;Jared, Diamonds Direct, Zales,&nbsp;Kay Jewelers,  Blue Nile, and James    Allen. Across its 2,700 retail stores and integrated e-commerce platforms, the
    company is seeing positive momentum, especially in bridal jewelry, a category
    that accounts for nearly half of its sales.

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