
De Beers Group, the world’s leading diamond company, has partnered with Signet Jewelers, the world’s largest retailer of diamond jewelry, to launch a new campaign titled Worth the Wait. The campaign focuses on the evolving dynamics of modern love, targeting soon-to-be-engaged Zillennials and highlighting the personal growth and relationship journeys of today’s couples.
Worth the Wait marks the first major activation of the recently announced collaboration between Signet and De Beers. It is designed to reintroduce the distinctive qualities of natural diamonds to a new generation of U.S. couples. Following months of intensive training for Signet’s 20,000 sales associates, the campaign empowers them with the knowledge to articulate the unique features of natural diamonds to their customers.
Drawing on Signet’s data-driven insights, trusted brands, and digital capabilities, alongside De Beers Group’s renowned storytelling expertise, the campaign highlights the priorities and relationship trajectories of modern couples. Today’s couples value personal development and self-investment before embarking on long-term relationships. The campaign reflects the notion that self-love must come before loving another.
Using authentic storytelling featuring diverse couples, Worth the Wait illustrates the challenges and joys of love as couples grow both individually and together. This journey is compared to the natural diamond’s transformation from deep within the Earth to its polished form, symbolizing strength and resilience.
According to Signet’s proprietary data, there is an expected increase in engagements in the coming years, following a post-pandemic lull. The insights behind the campaign reflect the various stages couples go through, including cohabitation, financial merging, and even breakups before finding lasting love.
Signet’s KAY Jewelers recently launched the Milestones Natural Diamond Collection, a line of rings, pendants, and earrings that aligns with the core message of Worth the Wait. The collection features timeless designs that represent the moments and milestones that define love and relationships.
Additionally, Jared’s Chosen brand offers customers a range of high-quality natural diamonds, allowing them to customize their engagement rings with various shapes, settings, and stones. Later this month, Jared will also launch UNSPOKEN, a collection of natural diamond jewelry featuring pendants, earrings, rings, and bracelets, symbolizing love through understated elegance.
Jamie Singleton, Signet Jewelers Group President and Chief Consumer Officer, stated: “Across Signet’s brands, we are working to educate customers on their choices and provide transparency, as industry leaders in responsible sourcing. Every natural diamond follows its own special path, much like each couple’s journey toward lasting commitment. The Worth the Wait campaign celebrates both.”
Sandrine Conseiller, CEO of De Beers Brands, added: “We’re thrilled to launch this campaign as part of our refreshed approach to natural diamond marketing. It celebrates the individual and often challenging journeys that couples experience before committing to engagement. Just like a natural diamond, true love is worth the wait.”
The campaign, which includes a 90-second feature along with 30-second and 15-second spots, will be broadcast nationally across various platforms, including social media and storefronts of Signet’s brands like Jared, KAY, and Zales.
About Signet Jewelers
Signet Jewelers Limited is the world’s largest retailer of diamond jewelry, operating brands such as KAY Jewelers, Zales, Jared, and Blue Nile. A leader in responsible sourcing, Signet is committed to sustainable business practices and transparency in the diamond industry.
About De Beers Group
Established in 1888, De Beers Group is the leading diamond company, specializing in exploration, mining, and marketing. With operations in Botswana, Canada, Namibia, and South Africa, De Beers Group is renowned for its innovation, including its pioneering traceability initiatives and diamond industry technology.