De Beers and Signet to Launch Category-Marketing Campaign   

De Beers and Signet Jewelers have launched a new marketing initiative to get today’s soon-to-be-engaged couples interested in natural diamonds.  

The campaign, named “Worth the Wait,” is the inaugural effort following a partnership De Beers and Signet announced earlier this year. It aims to reintroduce the allure of natural diamonds to “Zillennials” — the late Millennial and early Gen Z cohort born roughly between 1992 and 2002 — drawing on De Beers’ storytelling legacy and Signet’s data-driven customer insights, the companies said last week. 

The program includes a 90-second feature alongside shorter spots, slated for national rollout across digital platforms, social media, and Signet’s retail locations at its Jared, Kay, and Zales banners. 

“The premise of the campaign is to celebrate the individual, challenging and rewarding journeys that couples go on before making the momentous decision to get engaged, which is perfectly mirrored by the journey of a natural diamond formed deep within the Earth’s surface,” said Sandrine Conseiller, CEO of De Beers Brands.  

As part of the initiative, Signet will train its 20,000 sales associates to help them engage effectively with customers about natural diamonds. 

“Across Signet’s banners, we are working to educate customers on their choices and provide transparency as an industry leader in responsible sourcing efforts,” added Signet Jewelers group president Jamie Singleton.

You can watch the full video below:

Image: A still shot from the Worth the Wait marketing campaign. (De Beers/Arnold Worldwide)