• by Fern Siegel , October 18, 2024

Diamond company De Beers Group and Signet Jewelers have launched “Worth the Wait,”  a campaign to promote natural diamonds to zillennials.

Signet includes retail brands Kay Jewelers, Zales and Jared. Staff has been trained to share the singular features of natural diamonds with customers.

Arnold created a 90-second long-form ad, two 30-second and two 15-second spots for the client. They run nationally across social media, online platforms and Jared, Kay and Zales banners via online video, social media and storefronts.

The work focuses on people experiencing personal growth before embarking on a serious relationship. The theme is loving yourself in order to fully love another in an enduring union. Much as couples grow singly and together, so too do natural diamonds travel from carbon deposits to beautiful gems. A diamond’s atomic structure is what makes each look distinct.

Sandrine Conseiller, CEO of De Beers Brands, said: “The premise of the campaign is to celebrate the individual, challenging and rewarding journeys 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. 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.”

Arnold's client work includes PNC Bank, Progressive, Sam's Club and Chewy.