Diamond giant De Beers and Signet, the world’s largest retailer of diamond jewelry, have launched a new natural diamond campaign called Worth the Wait, targeting young Zillennial couples who are soon to be engaged, according to Rough&Polished.
The campaign features a 90-second video, along with shorter 30-second and 15-second versions, and will be rolled out across various consumer touchpoints in the U.S., including social media, online platforms, and through Signet’s brands—Jared, KAY, and Zales—both in stores and online.
This diamond marketing campaign marks the first major activation of the recently announced collaboration between Signet and De Beers, aimed at reintroducing the unique qualities of natural diamonds to young couples in the U.S. It is based on data-driven consumer insights and highlights the priorities of modern couples and the evolving dynamics of relationships today, according to the report.
The campaign was launched following months of intensive training for 20,000 Signet sales associates, equipping them with deep knowledge to effectively communicate the unique characteristics of natural diamonds to customers.
De Beers Brands CEO Sandrine Conseiller noted that the campaign is part of their refreshed approach to natural diamond marketing, designed to connect a new generation of consumers to the allure of natural diamonds. The campaign draws on De Beers’ iconic advertising history while bringing a fresh approach that reflects the diverse journeys modern couples undertake before deciding to get engaged—mirroring the formation of natural diamonds deep within the Earth.
Watch the new campaign
