In a major development for the jewellery industry, Signet Jewelers and De Beers Group have teamed up to launch a captivating new marketing campaign, Worth the Wait. The campaign, aimed squarely at the “Zillennial” generation, positions natural diamonds as the ultimate symbol of modern love, while highlighting the evolving relationship dynamics of young couples today.
Aiming at Zillennials and Modern Love Stories
Worth the Wait comes at a time when Zillennials (those on the cusp of Generation Z and Millennials) are driving a recovery in engagement jewellery sales. According to insights from Signet, today’s couples are placing a high priority on personal growth and self-discovery before they feel ready to take the plunge into lifelong commitment. This modern approach to love is perfectly echoed in the long and remarkable journey of a natural diamond—formed deep in the Earth over billions of years before emerging as a polished, timeless gem.
The campaign is the first major initiative under the new partnership between De Beers Group, the world’s leading diamond company, and Signet Jewelers, the largest retailer of diamond jewellery globally. The collaboration aims to reintroduce the allure of natural diamonds to a younger audience, many of whom are seeking more authentic and sustainable options for marking life’s big moments.
Authentic Storytelling, Real-Life Couples
At the heart of Worth the Wait is a series of emotionally charged stories featuring real couples from diverse backgrounds. These stories highlight the pressures and joys of love in today’s world, drawing parallels between the strength required to build lasting relationships and the resilience of natural diamonds, which endure immense pressure over time to reveal their beauty.
According to data from Signet, engagements are expected to rise over the coming years, especially after the post-pandemic lull. The insights behind this campaign track key relationship milestones, such as moving in together, merging finances, and even rekindling relationships after a breakup. The Worth the Wait campaign aims to reflect the real-life journeys that couples experience, underscoring that, just like natural diamonds, love is something that takes time to develop and mature.
The campaign also brings a spotlight to some of Signet’s standout jewellery lines. One of the central collections featured is KAY’s Milestones Natural Diamond Collection, which offers rings, pendants, and earrings designed to commemorate the key moments in a couple’s relationship. Each piece in this collection is a tangible reminder of the milestones that strengthen love over time.
Jared’s Chosen collection is also a key element of the campaign. This line allows customers to customize their own engagement rings, choosing from a wide range of natural diamonds, stone shapes, and settings. The flexibility offered by Chosen means each couple can create a one-of-a-kind ring that perfectly represents their unique love story.
Jared to Launch New UNSPOKEN Collection
Later this month, Jared is set to launch another exciting addition—UNSPOKEN, a new collection of natural diamond pendants, rings, earrings, and bracelets. The pieces in this collection are crafted in both yellow and white gold and are designed to represent the depth of love that often goes unspoken. According to the brand, each diamond in the collection symbolizes the powerful emotions that couples share, even when words fall short.
Educating Consumers on Responsible Sourcing
A key element of the Worth the Wait campaign is its emphasis on education, transparency, and responsible sourcing. Signet Jewelers, known for its commitment to ethical practices, has ensured that its 20,000 sales associates have undergone extensive training to better inform customers about the unique journey of natural diamonds.
“Every natural diamond follows its own special path, formed under different conditions deep within the Earth,” said Jamie Singleton, President and Chief Consumer Officer at Signet Jewelers. “Our Worth the Wait campaign tells the intertwined story of a diamond’s transformation and a couple’s love story—both are forged through time, effort, and a journey that makes them truly unique.”
De Beers’ CEO of Brands, Sandrine Conseiller, echoed this sentiment, highlighting the campaign’s fresh approach. “This campaign brings together our heritage in natural diamond storytelling with modern insights into the relationships of today’s couples. The connection between the journey of a natural diamond and the journey to love resonates strongly with a new generation of consumers, who are seeking meaningful ways to celebrate their relationships.”
The Worth the Wait campaign will be rolled out across multiple platforms, including a 90-second feature video, shorter 30- and 15-second spots, and extensive digital advertising. The campaign will also be featured on social media, online, and across Signet’s well-known banners like KAY, Zales, and Jared. In-store displays will complement the digital push, creating a seamless experience for customers exploring natural diamonds.
Implications for the Canadian Jewellery Market
For Canadian jewellers, the Worth the Wait campaign presents a timely opportunity to connect with younger consumers who are increasingly interested in ethically sourced, meaningful products. As Zillennials continue to shape the future of the diamond market, this campaign reaffirms the timeless appeal of natural diamonds, offering both established retailers and independent jewellers a chance to engage with this growing demographic.
With engagement sales expected to rebound, jewellers in Canada will find Worth the Wait a compelling narrative to help drive interest in natural diamonds. As Signet and De Beers have demonstrated through this campaign, modern couples are looking for more than just a piece of jewellery—they want a symbol of love that is as unique and enduring as their relationship.
Through this innovative partnership, Signet and De Beers are set to inspire the next generation of couples to see that, like their love story, a natural diamond is always worth the wait.
