Signet and De Beers reflect on the long journey to love in poetic spot for natural diamonds

As De Beers doubles down on natural diamonds over lab-grown ones, it’s releasing an ad campaign—in partnership with retail group Signet Jewelers—that says a natural stone, much like finding one’s soulmate, is “worth the wait.” The 90-second spot above, from agency Arnold Worldwide, anchors the “Worth the Wait” campaign. It looks at how modern relationships have evolved—how young people today often spend years building their own self-worth before being in the right place to build a life with a partner. The film shows the ups and downs of this journey, before suggesting—when they do find the one—that a natural diamond is a fitting emblem for that type of hard-won love. Phoebe Arnstein directed the spot, and Magna Studios who was the production company. The campaign, targeting soon-to-be-engaged Zillennials, comes as Signet retail brands including Kay Jewelers, Zales and Jared are also focusing on natural diamonds. Kay recently launched a Milestones Natural Diamond Collection. Jared’s flagship bridal brand, Chosen, allows customers to choose from a range of high-quality natural diamonds, and Jared is also launching Unspoken, a collection of natural diamond pendants, earrings, rings and bracelets, later this month. Also see: 14 creative campaigns to know about today The campaign comes as De Beers announced earlier this year that it is pulling back from synthetic diamonds in jewelry. Prices for lab-grown diamonds have collapsed over the past half-decade, resulting in thinner retail margins and making the category less appealing to jewelers. “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,” said Sandrine Conseiller, CEO of De Beers Brands. “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.” “Across Signet’s banners, we are working to educate customers on their choices and provide transparency as an industry leader in responsible sourcing efforts,” said Jamie Singleton, group president and chief consumer officer of Signet Jewelers. The “Worth the Wait’ campaign is “a celebration of the hard work and struggles, along with the magic and joy, that contribute to a couple’s lasting, meaningful commitment,” she added. The campaign also features two 30-second and two 15-second spots. The ads will run on social media, online platforms and across Signet’s Jared, Kay and Zales banners via online video, social media and storefronts. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Signet and De Beers reflect on the long journey to love in poetic spot for natural diamonds

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