Signet Jewelers and De Beers Group have partnered to launch a new marketing initiative, Worth the Wait, aimed at reconnecting U.S. consumers, particularly Zillennials (Millennial and Gen Z demographics), with the distinct appeal of natural diamonds. The campaign seeks to address shifting relationship dynamics and evolving engagement trends, while promoting the enduring qualities of natural diamonds. Targeting a New Generation of Couples The campaign marks the first significant activation from the partnership between Signet, the world’s largest diamond jewelry retailer, and De Beers, a leading diamond company. This collaboration aims to resonate with younger couples who prioritize self-development and relationship…

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