De Beers and Signet Jewelers have unveiled a new marketing campaign, “Worth the Wait”, aimed at reintroducing the allure of natural diamonds to modern couples. The campaign focuses on the evolving dynamics of relationships and the unique journey that natural diamonds take, symbolising the enduring nature of love. Targeted at “Zillennials”, a demographic of young adults born in the late 1990s to early 2000s, “Worth the Wait” highlights the importance of personal growth and investment in oneself before committing to a significant other.
The campaign features diverse real-world couples, illustrating the pressures and joys of love as they navigate their relationships. This journey mirrors the strength and resilience of natural diamonds, which are formed deep in the Earth and transformed into polished gems.
With Signet’s proprietary data showing an expected uptick in engagements over the coming years following a post-pandemic lull, the insights that informed the campaign also reflect the key milestones that Signet tracks as a couple progresses along relationship milestones, such as moving in together, merging finances or even breaking up and then getting back together.
Signet Jewelers Group President and Chief Consumer Officer Jamie Singleton said, “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.”
Sandrine Conseiller, CEO of De Beers Brands, added, “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.”
The campaign will run nationally across various platforms, including social media, online platforms, and Signet’s Jared, KAY, and Zales banners.
Disclaimer: This information has been collected through secondary research and TJM Media Pvt Ltd. is not responsible for any errors in the same.
