As lab-grown diamonds win more admirers, Jared Jewelers is making the case for natural stones with “A Diamond Is Born,” a 20-minute documentary that traces a gem’s journey from
discovery to finished jewelry.
Directed by Luc Jacquet (“March of the Penguins”), the film is part of the launch of Storied Diamond Desert
Sands of Eternity, a new collection of natural and fully traceable diamonds. Each piece is set in 100% repurposed gold or platinum and priced between $1,700 and $22,999. Stones range from white to
light yellow, champagne and light brown.
The campaign stars Antonia “Toni” Gentry, best known for Netflix’s “Ginny &
Georgia.”
A spokesperson for the company says print ads are running in Vogue, Elle, Town & Country and Women’s Wear Daily. The campaign also includes billboards,
digital and social channels, with linear TV starting next month. Lipman Studio is the agency.
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Jared says every diamond in the collection is digitally recorded,
with blockchain documentation capturing more than 40 data points. Each piece comes with a QR code that allows consumers to follow its story from Botswana mines through cutting, polishing and
Gemological Institute of America certification, including the industry’s Four Cs: color, clarity, carat and cut.
The effort reflects jewelry’s
broader shift toward transparency. Blockchain records have become common among high-end brands, including Tiffany & Co., as consumer demand for ethically sourced stones continues to grow.
Lab-grown diamonds, long used in industrial applications, jumped into fashion in the 2010s and have gained market share as shoppers prize them for affordability and ethical positioning.
As the
price of the lab-grown sparklers has continued to fall, industry estimates that they now account for about 20% of diamond sales, and are available at most jewelers, including Jared. The Knot reports
that 52% of all engagement rings sold last year featured a lab-grown center stone, a 6% gain from the prior year.
Blockchain documentation for natural stones has become widespread. It
adds transparency and reassurance for consumers, whose concerns including mining’s environmental impact and the role minerals play in global conflict.
Jared partnered with diamond giant
De Beers on the project, leveraging the company’s long history in Botswana. “For life’s most meaningful moments, natural diamonds hold a special significance,” said Claudia
Cividino, president of Jared Jewelers and Diamonds Direct, in the announcement. “This collection provides a unique digital passport for each diamond, allowing for a deeper understanding of each
stone’s journey from rough to polished — showcasing its uniqueness, rarity, beauty and positive societal impact.”
The launch comes as parent
Signet Jewelers Limited, the world’s largest diamond retailer, continues its turnaround. In its most recent quarter, Signet posted a 5% increase in same-store sales at Jared, Zales and Kay.
Revenue climbed 3% to $1.5 billion, topping Wall Street expectations, and the company raised its financial outlook for the coming quarter.