De Beers Teams up with Signet for “Worth the Wait” Campaign

He is proposing. A couple in love at the lake. De Beers Teams up with Signet for "Worth the Wait" Campaign. US

Zillennials, the millennial subset born between 1993 and 1998, are driving demand for unique engagement pieces. In response, De Beers and Signet have launched the “Worth the Wait” campaign, celebrating commitment and patience as vital qualities in love.

Posted on October 25, 2024

Have you ever heard about zillennials? That’s actually a new term used for a subtype of millennials born between 1993 and 1998. This demographic group has gone through a lot and now forms the demand for original engagement pieces in the jewelry market. 

This is why two big industry players – De Beers and Signet – have joined in creating a brand new advertising campaign called “Worth the Wait.” It has a bold and fresh approach to natural diamonds promoting them to soon-to-be-married zillennials. This massive campaign is launched across different media channels, including TV and different websites, and is promised to bring some heavy paychecks to retailers.

The campaign emphasizes the value of commitment in spite of global modern challenges like pandemics and wars. Statistics show that nowadays couples spend about three years on dating before popping up the question. Knowing this, the advertisers praise patience as one of the main qualities needed to build strong partnerships, hence the name “Worth the Wait.” 

During the interview, Signet cited the engagement gap as one of the factors for the decline in sales of its wedding jewelry, which used to be one of its primary profit-makers. By entering a partnership with De Beers, a global diamond mining leader, Signet strives to present these stones in a way that resonates most with the young generation of couples coming from different social backgrounds.

New natural diamond campaign: Worth the Wait. Promotional video from De Beers Group channel.

Jamie Singleton, chief consumer officer at Signet, explains that their advertising seeks to bring forth the value of customers’ personal love stories through the lens of both their challenges and joys. In the same vein, Sandrine Conseiller, CEO of De Beers Brands, adds that relationships should go through both happy and unfortunate times in order to grow into something meaningful. She went further to compare customers’ romantic relationships to the process of natural diamond formation, saying that both are created over time under enormous pressure.

De Beers and Signet are looking to rekindle the younger generation’s interest in naturally sourced diamonds by launching this joint initiative. Their vision underlines the uniqueness of these stones that have undergone millions of years of evolution deep within the Earth’s crust and have now emerged as powerful symbols of long-lasting commitment.