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
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the FutureSupplier Spotlight Sponsored by GIA
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
Weekly QuizMar 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20MDubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSAThe American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-ResidenceRebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.
ColumnistsMar 18, 2025
Peter Smith: The Importance of Culture in HiringSmith explores why a qualified candidate might still not be right for the job.
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy WinnerThe company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch CategoryThe “Series8” and “Attesa” collections will be grouped under Citizen Premier.
MajorsMar 18, 2025
Borsheims Names New Assistant IT ManagerDavid Fager, a former systems engineer at the retailer, was promoted to the role.
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the IndustryFrom retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent AwardEleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VPJoseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 DaysThe trade show has also upgraded its venue to the Caesars Forum Conference Center.
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 YearsThe Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter AwardReeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac PendantThe piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.The Indian jewelry brand recently opened stores in Atlanta and Seattle.
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement RecoveryCEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, TreasurerChris Anderson is joining the insurance provider as the new chief financial officer and treasurer.
