De Beers and Signet have jointly launched a major ad campaign for natural diamonds that targets “soon-to-be-engaged Zillennials” (born between 1993 and 1998).
The two giants of the diamond mining and retail worlds respectively have joined forces to create big-budget videos for TV, social media, online platforms.
They’re aimed specifically at a “diverse new generation” of US consumers, ahead of an expected surge in post-pandemic engagements.
The campaign, called Worth the Wait, highlights the priorities of modern couples and the trajectories of their relationships.
Signet, the world’s largest retailer of diamond jewelry, has previously blamed the “engagement gap” for a fall in bridal sales, which account for half its revenue. The average time between first date and engagement is three years, the company says.
It is collaborating with De Beers, the biggest supplier of non-sanctioned diamonds, to “share the unique attributes of natural diamonds with a new generation of U.S. couples” from a variety racial and ethnic backgrounds and from the LGBTQIA+ community.
“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,” said Signet Jewelers’ group president and chief consumer officer Jamie Singleton.
“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.”
Sandrine Conseiller, CEO of De Beers Brands, 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.”
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