De Beers Group and Signet Jewelers unveiled a natural diamond campaign focusing on the journeys of “Zillennials” who are leading a recovery in wedding engagements in the US.

The new campaign, Worth the Wait, marked the first major activation of the recently announced collaboration between Signet and De Beers, which is aimed at re-introducing the unique attributes of natural diamonds to a new generation of “soon-to-be-engaged” couples in the US.

Signet’s proprietary data showed an expected uptick in engagements over the coming years following a post-pandemic lull.

The campaign includes a 90-second long-form feature as well as two 30-second and two 15-second spots that highlight the themes of modern love and evolving relationship dynamics and tailored to resonate with Zillennials.

Zillennials refer to young individuals born on the cusp of, or during the latter years of the Millennial generation and the early years of Generation Z, according to Wikipedia. 

Sandrine Conseiller, CEO of De Beers Brands, 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, “True love, like a true diamond, is forged by fire. Just like each couple’s unique journey to find ‘the one’, a natural diamond is worth the wait.”

The campaign also centres on diamond jewellery collections offered by Signet’s retail brands, including the Milestones Natural Diamond Collection by Kay Jewelers, customised diamond rings from Jared’s bridal brand Chosen as well as the upcoming Unspoken Collection by Jared.

Prior to the campaign’s official launch, Signet’s 20,000 sales associates had undergone extensive training to equip them with in-depth knowledge to effectively communicate the features of natural diamonds to their customers.