The agreement comes amid efforts to reposition and elevate Blue Nile and other brands in the Signet portfolio.

Blue Nile, a division of Signet Jewelers, became the exclusive North American retailer of Royal Asscher diamonds and jewelry through a multiyear licensing agreement that was disclosed Monday.

The company will be using the six Royal Asscher patented cut diamonds for collections, as well as selling the recently launched Curated by the Asscher Family and the Six by Royal Asscher collections.

The collaboration with the Royal Asscher Diamond Co. is an important component of Blue Nile’s strategy to focus more on natural diamonds and establish itself as the premiere luxury jewelry brand within Signet’s portfolio.

“This partnership will help Blue Nile cement an elevated position within the diamond jewelry market,” Joan Hilson, Signet’s chief financial and operating officer, told WWD. At Blue Nile, “Our intention is to be natural diamond leading, and to focus on the enduring value of a natural diamond. We will offer our customers other gemstones as well as lab-grown diamonds. But we’re seeing revenue being driven in natural diamonds, particularly in the engagement market. Ninety percent of engagement rings over $5,000 are natural diamonds. So we’re focused on continuing to drive that aspect of the business.”

There have been other initiatives aimed at elevating Blue Nile. The Clear Cut, a concierge service providing guidance from gemologists on purchasing diamonds and proprietary technology, was acquired earlier this year. com was discontinued.

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