For Jared, the accessible luxury division of Signet Jewelers, this Wednesday is movie night.

That’s when at a New York City location, Jared premieres “A Diamond Is Born,” a 20-minute documentary by Luc Jacquet, created in partnership with the De Beers Group and in collaboration with the country of Botswana. In the film, Jacquet, who won the Academy Award for “March of the Penguins,” depicts a diamond’s origins, its journey from the mine to someone’s finger and the social impact of this precious gemstone.

“We gave Luc Jacquet complete creative license to tell the story of a natural diamond through an artist’s eyes, not through a business person’s eyes,” said Claudia Cividino, the president of Jared. “We wanted to tell the story of a natural diamond in a way that it has not been told. And I think this film achieves that. It portrays the rarity, the innumerable incredible circumstances that have to come together on Earth to create natural diamonds.

“We do not believe there is enough natural diamond narrative and information in the market about the true rarity and significance of a natural diamond,” Cividino said. “A diamond is essentially the oldest, most rare element that a human will touch. There is nothing more rare or older than a diamond.”

In addition to the documentary, Jared launches an engagement collection on Thursday called “Storied Diamonds Desert Sands of Eternity,” to further the narrative. “About two years ago, my team set out to create a natural diamond engagement program that was blockchained [for traceability and transparency]. A customer choosing a diamond at Jared can see the diamond in the rough right out of the ground, and again after its been cut and and then when it’s polished to a finished stone. So you will see the entire path of your diamond, from the ground to the finished diamond on your finger.”

“Think of it as a digital record. It’s very clever,” Cividino said.

Consumers can scan a QR code and view the full story of their jewelry’s components. Each unique digital experience provides access to over 40 data points and images, including the diamond’s rough shape, country of origin, design and transformation journey, setting dates, and final Gemological Institute of America-certified color, clarity, carat and cut specifications. The purchaser will receive a certificate that can be stored on a phone with a QR code to show friends and family the journey of the diamond they own. Similarly, the app also enables you to the trace the gold in the ring. The collection utilizes reclaimed gold, and every diamond in the collection is sourced from one mine in Botswana.

The Storied Diamonds Desert Sands of Eternity collection is priced from $1,700 to $22,999, and includes semi-mounts, anniversary bands, and complete bridal rings, available in 18-karat white, yellow, rose gold and platinum.​

Antonia Gentry, who stars in the Netflix series “Ginny and Georgia,” is the face of the new Storied Diamonds Desert Sands of Eternity campaign. “She’s very passionate about natural diamonds, but not just the diamonds themselves, but also the impact that natural diamonds have on the society of Botswana in particular, being the leading diamond purveyor of the world,” Cividino said.

David Lipman was the creative director of the campaign.

Diamonds were first discovered in Botswana in 1966. At the time, Botswana was one of the poorest countries in the world, but the emergence of its diamond industry helped transform it into a thriving democracy.

Between the movie, the new collection and campaign, “We’ve never done storytelling of this magnitude,” Cividino said. “I don’t know that storytelling of this magnitude on the rarity and provenance of natural diamonds has ever been done, but Jared certainly has never done anything like this in the past.”

It will help underscore how Jared, as Cividino said, is “deeply rooted in the values of natural diamonds.” Jared sells “significantly more” loose diamonds than the other two biggest brands at Signet, Zales and Kay Jewelers, Cividino said. That’s partly because most of Jared’s engagement rings are custom. “You come into a Jared store, choose a diamond, choose the mount, and that’s how we deliver this personalized experience to each of our engagement buyers,” Cividino said. “We are specialists in diamonds, and we sell more natural diamonds than our sister banners’ brands, in part because we serve a different consumer.”

Jared’s concerted efforts to deepen the public’s awareness of natural diamonds comes at a time when natural diamond sales, industry-wide, have been soft, for a few reasons, including the growing popularity of lab-grown diamonds which are far less expensive than natural diamonds. Also, due to Russia’s invasion of Ukraine, diamonds from Russia are now sanctioned by the G7 nations, which account for about 75 percent of all diamond consumption. The U.S. alone accounts for 55 percent of diamond consumption.

Sixty-three percent of the diamonds sold at Jared are natural; 37 percent man-made. “They’re increasingly two different products. They are purchased for different reasons,” Cividino said, and depending on an individual’s budget.

Typically, she suggested, if the budget is at least $5,000, a natural diamond is sought, whereas under $5,000 budgets lead to a lab diamond. The lab-grown diamond Cividino characterized as a category extender. Jared’s assortment includes engagement and bridal jewelry, custom jewelry, timepieces, and men’s and women’s fashion jewelry.

For the making of the documentary, Cividino said Jacquet visited the mine in Botswana. He and his crew spent several weeks interacting with many people in the diamond industry, as well as in schools and hospitals. “He really saw firsthand the impact that natural diamonds have had on the economy of Botswana, and he was very touched,” Cividino said. Mining companies build hospitals and clinics and provide housing, as well as jobs.

Following the premiere, Cividino will visit Botswana to show the documentary there. “I think that it will be a great source of pride to the people in Botswana, and particularly those who work in the diamond industry,” Cividino said. “It’s really an homage to their work.”

Signet, she said, has been “very committed to ethical natural diamond sourcing. We were a founding member of the Responsible Jewellery Council and we were also a founding member of the World Diamond Council. We have some very strong pillars that we stand on as an organization.”