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
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
