Following the jewelry industry’s big push for lab-grown diamonds as an eco-friendly affordable alternative, natural diamonds are making a comeback as the stars of the Worth the Wait campaign, emphasizing their rarity, authenticity and timeless allure.
De Beers Group, the world’s leading diamond company, and Signet Jewelers, the world’s largest retailer of diamond jewelry, launched this new natural diamond campaign targeting Zillennial couples leading the engagement recovery. Themes like modern love and evolving relationship dynamics are at the heart of Worth the Wait, and the campaign shares emotional, authentic stories from diverse real-world couples’ journeys of growth, individually and together—all while mirroring the strength and resilience of natural diamonds.
To reintroduce the unique features of natural diamonds to a new generation of couples in the United States, Signet’s 20,000 sales associates underwent months of intensive training.
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