De Beers and Signet Jewelers have launched a new marketing campaign called “Worth the Wait” to reintroduce real diamonds to modern couples. The campaign focuses on the changing dynamics of relationships and the unique trip that natural diamonds undergo, which represents the enduring nature of love. “Worth the Wait” is aimed for “Zillennials,” a cohort of young adults born in the late 1990s and early 2000s. It emphasizes the necessity of personal growth and investment in oneself before committing to a significant other.
The ad depicts a variety of real-life couples, highlighting the pressures and joys of love as they manage their relationships. This voyage reflects the tenacity and resilience of natural diamonds, which develop deep within the Earth before being polished into gems.
With Signet’s proprietary data indicating an expected increase in engagements in the coming years following a post-pandemic lull, the insights that informed the campaign also reflect the key milestones that Signet monitors as a couple progresses through relationship milestones such as moving in together, merging finances, or even breaking up and then getting back together.
Jamie Singleton, President and Chief Consumer Officer of Signet Jewelers Group, stated, “The Worth the Wait campaign tells the intertwined story of that journey and the rare and unique path each couple’s individual love story takes.” It’s a celebration of the hard work and challenges, as well as the magic and delight, that go into a couple’s long-term, meaningful commitment.”
Sandrine Conseiller, CEO of De Beers Brands, explained, “True love, like a true diamond, is created by fire. A genuine diamond is worth the wait, much like each couple’s individual quest to find ‘the one’.”
The campaign will run nationwide across a variety of venues, including social media, web platforms, and Signet’s Jared, KAY, and Zales banners.