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
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
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.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
