De Beers, Signet launch marketing campaign ‘Worth the Wait’ to attract youth to natural diamonds  

Targeting ‘Zillennials’, the microgeneration born between 1993 and 1998, this mined diamond push leans into the themes of modern love and the evolving dynamics of relationships, and aims to challenge increasing competition from man-made diamonds

London: Leading diamond producer De Beers Group and Signet Jewelers have launched a new campaign ‘Worth the Wait’ aimed at reigniting demand for mined diamonds amid increasing competition from lab-grown ones.

According to a mining industry news portal, it targets the microgeneration born between 1993 and 1998, known as ‘Zillennials’, and delves into the themes of modern love and the evolving dynamics of relationships. These young adults are believed to be behind the rise of affordable lab-grown diamonds (LGDs), particularly in the North American market.

Notably, while companies dealing in man-made stones are thriving, mined diamonds have seen a sharp decline, with prices dropping nearly 20% over the past year.

Watch the campaign here:

The campaign comes as De Beers seeks to reposition itself in the market as a top jewellery group. It is also the first major play from the recently announced partnership between Signet and De Beers. Signet’s 20,000 sales associates have undergone months of intensive training to gain knowledge to talk about what makes mined diamonds special.

The campaign features a 90-second long-form feature as well as two 30-second and two 15-second spots. It will be distributed on social media and online platforms and displayed at Signet’s Jared, KAY and Zales stores. It’s centred on real-life couples, shining a light on the personal growth and relationship-building that often take precedence before tying the knot. The story of diamonds, journeying from deep within the earth to that final polish, parallels the twists and turns of a modern love story.

Signet’s data-driven insights predict a wave of engagements on the horizon. It taps into the milestones that today’s couples experience — moving in together, merging finances, breaking up, getting back together — and reflects those in its new collections.

“Like the journey of a diamond formed deep in the earth, true love is forged by fire. A natural diamond, like true love, is always worth the wait,” De Beers Brands’ chief executive officer, Sandrine Conseiller, was quoted as saying by media reports.

De Beers is targeting annual core profits of $1.5 billion by 2028. Last year, the business made just $72 million, though traditionally its profits have ranged between $500 million and $1.5 billion as the diamond industry swings from boom to bust.

Retail Jeweller ME News