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 milestones before commitment. Worth the Wait connects these personal journeys to the formation of natural diamonds, which undergo a transformative process deep within the Earth.
Jamie Singleton, Signet Jewelers’ Group President and Chief Consumer Officer, commented on the campaign’s objective: “Across Signet’s banners, we are working to educate customers on their choices and provide transparency as an industry leader in responsible sourcing efforts. Every natural diamond was formed in a different part of the earth, under different conditions, following its own special path to emerge as a tangible piece of timeless beauty. The Worth the Wait campaign tells the intertwined story between that journey and the rare and unique path each couple’s individual love story takes. It’s a celebration of the hard work and struggles, along with the magic and joy, that contribute to a couple’s lasting, meaningful commitment.”
Authentic Storytelling and Campaign Execution
The campaign features diverse real-world couples, using authentic storytelling to illustrate the challenges and joys of love as couples grow individually and together. A 90-second feature, along with two 30-second and two 15-second spots, will run nationally across digital and social media platforms, as well as through Signet’s retail brands, including Jared, KAY, and Zales.
Sandrine Conseiller, CEO of De Beers Brands, shared insights into the campaign’s significance: “We’re excited to launch this campaign as part of our refreshed approach to natural diamond category marketing to connect a new generation of consumers to the wonder of natural diamonds. While the campaign draws on our track record of iconic natural diamond advertising, it brings an entirely fresh approach grounded in deep insights about the relationships of today’s diverse couples. The premise of the campaign is to celebrate the individual, challenging and rewarding journeys that couples go on before making the momentous decision to get engaged, which is perfectly mirrored by the journey of a natural diamond formed deep within the Earth’s surface. True love, like a true diamond, is forged by fire. Just like each couple’s unique journey to find ‘the one,’ a natural diamond is worth the wait.”
Supporting Product Lines and Collection Launches
Aligned with the Worth the Wait theme, KAY Jewelers recently introduced the Milestones Natural Diamond Collection, featuring rings, pendants, and earrings designed to symbolize significant moments in a relationship. In addition, Jared’s flagship Bridal brand, Chosen, offers customizable options for customers to create unique engagement rings. The upcoming UNSPOKEN collection, launching later this month, will include natural diamond pendants, earrings, rings, and bracelets set in yellow or white gold, representing unspoken expressions of love.
Industry Implications
The Worth the Wait campaign arrives at a critical moment for the jewelry sector, as engagement trends have fluctuated since the pandemic. Signet’s consumer data suggests a potential increase in engagements over the coming years, which could signal growth for jewelers focusing on bridal jewelry. The campaign’s emphasis on the authenticity and resilience of natural diamonds aims to revitalize interest in these gemstones amidst competition from lab-grown diamonds, a trend we are seeing premium retailers leaning into also.
