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
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in AustinThe Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to CloseA new court filing details the locations of the stores that will close, as well as the 830 that will remain open.
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
