De Beers Group and Signet Jewelers, advancing their joint strategy revealed earlier this year to boost the demand for natural diamonds, on Tuesday launched a marketing campaign targeting diverse couples and younger demographics getting engaged.
The new campaign, titled “Worth the Wait” and created by the Arnold Worldwide agency, focuses on Millennials and Gen Z, as well as Zillennials, a more narrow demographic typically born between 1993 and 1998.
“The core idea was to take our Signet consumer insights and begin to build messaging to customers about what is so real, rare and precious about natural diamonds,” Jamie Singleton, Signet Jewelers group president and chief consumer officer, told WWD. “We see this as ongoing messaging and an educational process to a new generation of soon-to-be engaged customers. I believe the campaign has legs. We’re not putting an ending on it.”
Singleton said Signet research shows that next year, more than 50 percent of couples who get engaged in the U.S. will be multicultural, and over the next five years, it climbs to about 60 percent. “So we were very focused on making this [campaign] relevant to the generation that is about to be engaged,” Singleton said. African Americans, Hispanics, Asians, whites, and the LBGT community are included, she said.
“Gen Z and Millennials are quite different from the previous generation which was very much focused on everlasting love. But what matters to Gen Z and Millennials is building their own identity and then being ready to find ‘the one.’ That’s what we feature in the ads,” said Sandrine Conseiller, chief executive officer of De Beers Brands. The campaign, Conseiller added, suggests a parallel between two journeys — the formation of natural diamonds over billions of years deep in the Earth and ultimately transformed into polished gems, and young people transforming their own lives as they strive to reach personal goals and form…