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The De Beers Group and Signet Jewelers have released ‘Worth The Wait’, a natural diamond campaign targeted at young consumers. | De Beers Group

Worth The Wait: De Beers and Signet launch new campaign

Posted October 22, 2024 | By Samuel Ord

The world’s largest diamond mining company and diamond jewellery retailer have collaborated on a new marketing campaign before the holiday season.

The De Beers Group and Signet Jewelers have released ‘Worth The Wait’, a natural diamond campaign targeted at young consumers.

A 90-second long-form feature and two 30-second and two 15-second spots will appear on television, social media, online platforms, and across several Signet brands.

Sandrine Conseiller, CEO of De Beers Brands

“The premise of the campaign is to celebrate the individual, challenging and rewarding journeys that couples go on before making the momentous decision to get engaged.”

Sandrine Conseiller, De Beers Brands

CEO of De Beers Brands, Sandrine Conseiller, said the campaign focuses on modern love and evolving relationship dynamics.

“We're excited to launch this campaign as part of our refreshed approach to natural diamond category marketing to connect a new generation of consumers to the wonder of natural diamonds,” she said.

“While the campaign draws on our track record of iconic natural diamond advertising, it brings an entirely fresh approach grounded in deep insights about the relationships of today’s diverse couples.”

She continued: “The premise of the campaign is to celebrate the individual, challenging and rewarding journeys that couples go on before making the momentous decision to get engaged, which is perfectly mirrored by the journey of a natural diamond formed deep within the Earth’s surface.”

The campaign was created by Arnold Worldwide, an American advertising agency based in Boston.