De Beers and Signet Jewelers have launched their joint campaign for the upcoming holiday season, titled “Worth the Wait.” Unlike traditional campaigns that focus on a singular product as a "beacon," this campaign is broader, promoting natural diamonds in general as well as specific Signet product lines, such as Kay's new Milestones collection and Jared's Chosen bridal brand and Unspoken jewelry line.
Jamie Singleton, Signet’s president and chief consumer officer, describes the campaign as “bigger than a beacon,” stating, “It’s attitudinal about natural diamonds.” She highlights that the campaign is backed by data, aiming to target multicultural consumers. According to Signet's insights, 50% of customers planning to get engaged within the next year are from multicultural backgrounds, including African-American, Hispanic, Asian, and LGBTQ communities—a figure expected to grow to 60% within five years.
The campaign features a 90-second commercial that draws parallels between the process of young people building their identities and finding love, and the way a diamond forms under pressure deep within the earth. Sandrine Conseiller, CEO of De Beers Brands, explains, “This generation is focused on building their own identity, and after they build their identity, they want to engage with ‘the one’ for the rest of their life.” This journey, she notes, is comparable to a natural diamond's journey of enduring immense pressure and achieving milestones before reaching the earth’s surface.
The advertisement begins by emphasizing that love “starts with self-worth” and continues with the message that a diamond should reflect the journey, patience, and resilience that brought two individuals together. It concludes with, “Just like your journey, a natural diamond is worth the wait.”
Unlike De Beers’ iconic tagline, “A Diamond Is Forever,” the new campaign’s tagline aligns with the theme of waiting and self-improvement—fitting both for the couples and the diamond. Singleton explains that younger couples today are focused on self-care, achieving financial milestones, and becoming their best selves before getting engaged.
The campaign, created by Arnold Worldwide, will be featured on TV, digital platforms, and in Signet stores. While the budget for the campaign remains undisclosed, it was described as "substantial." This marks the first major campaign from De Beers in 15 years, described by Conseiller as "classic category marketing, re-interpreted for modern, diverse couples."
The campaign seeks to resonate with a new generation of consumers, reflecting their values of individuality, growth, and the resilience symbolized by natural diamonds.