Lab-GrownOct 02, 2024
Lightbox Continues as a Brand, While Supplies Last?SourcingOct 23, 2024
De Beers, Signet Lean Into Finding ‘The One’ in New Natural Diamond Campaign
Aimed at a generation that emphasizes self-care and mental health, “Worth the Wait” breaks new ground in the world of diamond advertising.
“Worth the Wait,” the new campaign marketing natural diamonds, features real-life couples and emphasizes the journey that goes into finding “the one,” likening it to the time and pressure it takes to form a natural diamond. The digitally focused campaign will run on streaming services like Hulu and Peacock, and across social media. (Image credit: Arnold Worldwide)
New York—Last week, De Beers Group and Signet Jewelers debuted the new marketing campaign they teased earlier in the year designed to encourage younger consumers to get engaged with natural diamonds.
“Worth the Wait” eschews the well-known “A Diamond Is Forever” tagline in favor of emphasizing the emotional work that goes into feeling worthy of love and bringing the “best version of ourselves” into a committed relationship.
The 90-second, long-form cut of the campaign’s commercial employs natural diamond metaphors—pressure, fire, Earth—throughout, but diamond jewelry doesn’t play a starring role until more than a minute in.
In the meantime, people cry, break down, break up, and see a therapist.
It’s a departure from traditional diamond advertising, which skipped over the work it takes to find “the one” in favor of emphasizing the happy ending.
Watch: The 90-Second Version of the “Worth the Wait” Commercial
“Worth the Wait” eschews the well-known “A Diamond Is Forever” tagline in favor of emphasizing the emotional work that goes into feeling worthy of love and bringing the “best version of ourselves” into a committed relationship.
The 90-second, long-form cut of the campaign’s commercial employs natural diamond metaphors—pressure, fire, Earth—throughout, but diamond jewelry doesn’t play a starring role until more than a minute in.
In the meantime, people cry, break down, break up, and see a therapist.
It’s a departure from traditional diamond advertising, which skipped over the work it takes to find “the one” in favor of emphasizing the happy ending.
Watch: The 90-Second Version of the “Worth the Wait” Commercial
In an interview with National Jeweler, Signet Jewelers Group President and Chief Consumer Officer Jamie Singleton and De Beers Brands CEO Sandrine Conseiller spoke about the process of crafting “Worth the Wait.”
The campaign, they said, is aimed at soon-to-be-engaged 25 to 30 year olds, also known as “zillennials,” because they are the bridge between two generations. They are the youngest millennials and the oldest members of Generation Z.
“We did a tremendous amount of consumer research and consumer testing for relevance,” Singleton said. “We really wanted to speak to the couples and about what mattered in the relationship.”
What they discovered, she said, is that 25- to 30-year-old consumers value self-worth, self-care, and self-improvement. They want to bring the best version of themselves into a relationship.
Conseiller noted that while members of older generations were focused on the idea of “everlasting love” being central to who they are as a person, younger generations view their personal growth and development as being the core of their identity.
This interest in the time-consuming journey of forging their individual identities gave De Beers and Signet an opening to emphasize the traits that differentiate natural diamonds from lab-grown ones.
Another still from “Worth the Wait.” Signet and De Beers executives said they created the campaign after doing extensive consumer research and testing among 25 to 30 year olds, a target demographic for engagement rings.
Natural diamonds take time to form and are unique, Conseiller said, noting that most people don’t know these gemstones can be more than 3 billion years old.
“It’s the oldest thing you can ever possess,” she said.
This is in contrast to lab-grown diamonds, which are much younger and produced in mass, she said, a point that’s made at the end of the 90-second spot without ever mentioning the words “lab grown.”
“The diamond you chose should match your journey, match the patience you took to find each other, and match the resilience that formed the essence of your cores.
“And that is a natural diamond, because just like your journey, a natural diamond is ... worth the wait,” the commercial concludes.
“Worth the Wait” features a total of seven couples, all of whom are together in real life; they are not actors who were paired together for the shoot. (The dog is also a real-life pet.)
In addition to the 90-second commercial, there are two 30-second and two 15-second versions.
They will air on streaming services like Hulu, Peacock, and Roku, and across social media platforms including Instagram and Pinterest. The commercials will not air on traditional (linear) TV.
The videos also will run on screens in Kay Jewelers, Jared, and Zales stores, as well as on the Signet banners’ websites and digital storefronts.
In addition, De Beers and Signet said the retailer’s approximately 20,000 sales associates have undergone months of “intensive training” about the unique features of natural diamonds.
Kay Jewelers’ new “Milestones Natural Diamond Collection” is one of the collections Signet is releasing in conjunction with “Worth the Wait.” The rings, earrings, and necklaces in the collection are offered in 10- or 14-karat white or yellow gold and are all set with natural diamonds. Prices range from $500 to $8,800.
When asked if Signet and De Beers plan to employ influencers to help spread the “Worth the Wait” message, Conseiller said not yet, but added, “We see this campaign living for a long period of time.
“What you will see is it develop and evolve going forward.”
In conjunction with the campaign, Signet is releasing “beacon-type” jewelry collections, meaning they are reminiscent of De Beers’ beacon programs of the past—the right-hand ring, the three-stone ring, etc.—but are exclusive to Signet-owned retailers and not available for the entire industry to embrace.
Kay Jewelers launched the “Milestones Natural Diamond Collection” last month.
Later this month, Jared is set to debut “Unspoken,” a collection of natural diamond pendants, earrings, rings, and bracelets set in high-polish white or yellow gold.
More on Sourcing
The Latest
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
