De Beers and Signet's New Diamond Campaign—Is It Enough to Win Over Millennials and Gen Z?
Natural diamonds have faced a rocky few years—hit by the ups and downs of the pandemic, economic challenges, and a market flooded with diamonds that’s driven down prices. Add in the growing popularity of lab-grown diamonds, especially with younger consumers, and natural diamonds seem to be losing their sparkle. But De Beers and Signet Jewelers aren't ready to give up just yet!
The mining giant and the U.S. retailer, which owns brands like Kay, Jared, and Zales, have launched a new marketing campaign called "Worth the Wait." Their goal? To remind Millennials, Gen Z, and even the upcoming Gen Alpha of the magic, rarity, and wonder of a natural diamond. But is it enough to reignite desire for natural diamonds, or is it just too little, too late?
Diamonds Are Forever—But Is This Campaign? Survey Says...
Of those surveyed, 63% liked the campaign, but only 58% said they’d use it in their stores. Some respondents thought it was simply too late—lab-grown diamonds have already gained too much momentum. Others worried the campaign only benefited big players like Signet, not the entire jewelry industry.
"They need to go back to generic diamond advertising that benefits everyone, not just the biggest chain," noted one participant. Others criticized the ad for being confusing, overly long, or lacking clarity. "It doesn't send a clear message," one jeweler said. "Talk about the science, the rarity—make it clear what makes natural diamonds so special!"
Is It Too Risqué or Just Not Glamorous Enough?
Some felt the campaign missed the mark by trying to be too modern. "Keep the sex out of it—make it classy," urged one jeweler, while others said it lacked the romance and glamour that diamonds should embody. "It sounds like a self-help message, not a celebration of luxury," another commented.
Despite some positive feedback on the concept, many agreed that the execution fell short. "It should be 15 seconds max—get to the point!" said one participant, while another added, "The message took too long to get into why a natural diamond is worth it."
Will Younger Shoppers Fall for "Worth the Wait"?
Not everyone is convinced. Many jewelers said their customers, especially younger ones, prefer the size and price of lab-grown diamonds. "Our customers want value for their money. They’d rather get a 2-carat lab-grown than a much smaller natural stone," said one respondent. "The campaign is well-done, but I don't see it changing demand for lab-grown diamonds."
Others noted that while the concept of "Worth the Wait" is touching, it needs more. "When it comes to the big milestones in life—like marriage—a natural diamond is truly worthy of that forever commitment," said one retailer. "But the campaign doesn’t emphasize that enough."
What Should the Future of Diamond Advertising Look Like?
Readers had plenty of ideas about what diamond campaigns should focus on next. For some, it’s all about value. "Young buyers are used to spending money on experiences—they need to be convinced that a diamond is a worthwhile investment," one jeweler said. Others argued that it’s the emotional connection that matters most. "It’s not just how it looks—it’s how it makes you feel," said one participant.
Another key point was highlighting the difference between natural and lab-grown. "We need to talk about what makes natural diamonds unique—the fact that they’re a creation of the Earth adds prestige that lab-grown just can’t match," explained one jeweler. "A diamond born in a lab doesn't support miners and their communities—it’s missing that human story."
Will This Campaign Spark a Comeback for Natural Diamonds?
With opinions divided, the question remains: Is De Beers and Signet's new campaign enough to revive interest in natural diamonds, or is the market already moving in a different direction? One thing is for sure—the industry needs to connect with the younger generation, and only time will tell if "Worth the Wait" is truly worth the effort.