Jewelry giants Signet and De Beers have officially launched their highly-anticipated collaborative campaign, Worth the Wait, aimed at connecting with the rising generation of young couples—dubbed Zillennials—who are leading the resurgence in engagement ring purchases post-pandemic.
This marks the first major collaboration between the two industry leaders since their partnership announcement earlier this year. The Worth the Wait campaign is crafted to resonate with millennials and older members of Generation Z, emphasizing the emotional journey of love and commitment through the beauty and rarity of natural diamonds.
Jamie Singleton, President and Chief Consumer Officer of Signet Jewelers, shared insights about the campaign, saying, “At Signet, we’re committed to educating consumers on their choices and championing transparency in our responsible sourcing efforts. The Worth the Wait campaign tells the intertwined story of the unique journey each couple takes. It celebrates the joy, challenges, and meaningful milestones that contribute to lasting love.”
The campaign centers around a 90-second feature film, accompanied by shorter 30-second and 15-second versions, which will be showcased across a range of platforms. These include social media, digital channels, and in-store displays at Signet’s popular US brands Jared, KAY, and Zales.
Sandrine Conseiller, CEO of De Beers Brands, expressed her excitement, stating, “We’re thrilled to launch this campaign as part of our refreshed approach to marketing natural diamonds. While it draws on De Beers’ iconic legacy of diamond advertising, it introduces a fresh narrative grounded in the evolving relationships of today’s diverse couples.”
The campaign’s launch also coincides with the introduction of new collections across Signet’s brands. KAY Jewelers presents its Milestones Natural Diamond Collection, offering exquisite rings, pendants, and earrings designed to commemorate life’s key relationship moments. At the same time, Jared introduces Unspoken, a stunning natural diamond jewelry collection symbolizing the deep, unspoken bond between couples.
As the natural diamond industry continues to grow, Worth the Wait marks a pivotal moment, aligning with the values of sustainability, transparency, and love that resonate with today’s couples.
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