De Beers and Signet have launched a joint advertising campaign for natural diamonds called "Worth the Wait," aimed at reaching a new generation of consumers, particularly younger and multicultural audiences. Unlike previous campaigns that focused on a singular iconic product, this effort takes a broader approach, promoting the value of natural diamonds in general while also highlighting specific product lines from Signet's Kay, Jared, and other brands.
Jamie Singleton, Signet’s president and chief consumer officer, emphasized that the campaign is "attitudinal" rather than product-driven, reflecting the values of younger couples who prioritize building their identity, achieving personal growth, and hitting financial milestones before committing to a lifelong partnership. The 90-second ad compares the journey of personal growth and finding love to the natural process of diamond formation—"created under pressure and worth the wait."
The campaign is rooted in insights about the evolving consumer landscape, with data showing that 50% of customers getting engaged in the next year will be from multicultural backgrounds—a figure expected to reach 60% within the next five years. This shift has influenced the direction of the campaign, which targets African-American, Hispanic, Asian, and LGBTQ+ consumers with a message that resonates with their values and experiences.
Sandrine Conseiller, CEO of De Beers Brands, explained that the campaign moves away from the traditional "A Diamond Is Forever" tagline, focusing instead on the patience and resilience of both diamonds and the couples they represent. The new tagline aims to connect with the journey that younger couples are on, portraying natural diamonds as symbols of endurance, patience, and self-worth—traits these couples value in themselves and in their relationships.
The campaign features ads on TV, digital platforms, and in Signet stores, and is described as a substantial investment—the first of its kind from De Beers in 15 years. The goal is to modernize diamond marketing and make it relevant for today's couples, many of whom prioritize self-care and self-improvement before taking the step towards engagement.
As natural diamonds face growing competition from lab-grown options, the campaign aims to reinforce the emotional significance of natural diamonds, positioning them as the ultimate symbol of a journey worth celebrating. By aligning the message with the values of resilience and patience, De Beers and Signet hope to resonate with the aspirations of a new, diverse generation of buyers.