Jared Jewelers Shines Light on Real Diamonds with Documentary & Exclusive Collection

Jared Jewelers Leans Into Natural Diamonds With Documentary Film And New Collection In a bold move to reinvigorate its diamond business, Jared Jewelers has launched a documentary film and new collection that highlight the natural beauty of diamonds. The accessible luxury brand, part of Signet Jewelers portfolio, is betting big on the allure of conflict-free diamonds. The docu-short, created by Academy Award-winning filmmaker Luc Jacquet, follows the journey of a diamond from its origins in Botswana to the final setting and finger of a Jared customer. "We've been working with Luc for 18 months now," said Claudia Cividino, president of Jared Jewelers and Diamonds Direct. "He spent quite a lot of time on the ground in Botswana, getting to know the people and the process." The film, which is airing on Jared's website and owned channels, aims to educate consumers about the natural diamond industry and its commitment to sustainability and transparency. "We want our customers to understand where their diamonds come from," Cividino explained. "By sharing this story, we hope to build trust and loyalty with our customers." The new collection, featuring 18 pieces of fine jewelry, is designed to showcase the beauty and rarity of natural diamonds. Each piece is carefully crafted to highlight the unique characteristics of the diamond, making each one a true work of art. Jared Jewelers' move into natural diamonds comes at a time when consumers are increasingly demanding more transparency and sustainability from luxury brands. "The industry has been impacted by the rise of lab-grown diamonds," said Cividino. "We're responding to that trend by emphasizing the unique qualities of natural diamonds." The documentary film and new collection are part of Jared Jewelers' broader strategy to reposition itself as a leader in the diamond industry. By highlighting the natural beauty of diamonds, the brand aims to appeal to consumers who value authenticity and sustainability. As the jewelry market continues to evolve, Jared Jewelers is poised to capitalize on the growing demand for conflict-free diamonds. With its new collection and documentary film, the brand is making a bold statement about its commitment to transparency and sustainability. Background: The diamond industry has faced criticism in recent years over issues such as conflict financing and environmental degradation. In response, many luxury brands have shifted their focus towards natural diamonds that are certified by organizations such as the Kimberley Process. Industry Insights: According to a report by De Beers, the global diamond market is expected to grow 5% annually between 2020 and 2025. The rise of lab-grown diamonds has disrupted the traditional diamond industry, but many consumers are now turning towards natural diamonds that offer unique characteristics and provenance. Cultural Impact: The documentary film and new collection are likely to resonate with consumers who value authenticity and sustainability. By highlighting the natural beauty of diamonds, Jared Jewelers is tapping into a growing trend towards luxury brands that prioritize transparency and environmental responsibility. Audience Appeal: The new collection features 18 pieces of fine jewelry, each carefully crafted to showcase the unique characteristics of the diamond. The documentary film offers a behind-the-scenes look at the diamond industry, providing consumers with a deeper understanding of where their diamonds come from. Current Status: Jared Jewelers' new collection and documentary film are now available on its website and owned channels. The brand plans to continue promoting its commitment to natural diamonds through various marketing campaigns and events. Next Developments: As the jewelry market continues to evolve, Jared Jewelers is poised to capitalize on the growing demand for conflict-free diamonds. With its new collection and documentary film, the brand is making a bold statement about its commitment to transparency and sustainability. *Reporting by Forbes.*