Diamond miner De Beers and Signet Jewelers, the world's largest retailer of diamond jewellery, have launched Worth the Wait, a new natural diamond campaign focused on the themes of modern love and evolving relationship dynamics, targeted at soon-to-be engaged Zillennials.
The campaign, which features a 90-second long-form feature as well as two 30-second and two 15-second spots, will run nationally across integrated consumer touchpoints, including social media, online platforms, and across Signet’s Jared, KAY and Zales banners via online video, social media, and storefronts.
The diamond marketing campaign is the first major activation of the recently announced collaboration between Signet and De Beers to re-introduce the unique attributes of natural diamonds to a new generation of U.S. couples.
It comes after months of intensive training for Signet’s 20,000 sales associates to equip them with the deep knowledge to communicate the unique features of natural diamonds to their customers.
Grounded in Signet’s data-driven consumer insights, trusted brands, and digital capabilities, while also drawing on De Beers Group’s history of emotional natural diamond storytelling, the campaign highlights the priorities of modern couples and the trajectories their relationships often take.
“Across Signet’s banners, we are working to educate customers on their choices and provide transparency as an industry leader in responsible sourcing efforts,” said Signet Jewelers president and chief consumer officer Jamie Singleton.
“Every natural diamond was formed in a different part of the earth, under different conditions, following its 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.”
De Beers Brands chief executive Sandrine Conseiller said the campaign is part of their 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,” she said.
“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.”
Mathew Nyaungwa, Editor in Chief, Rough&Polished
