Signet / De Beers: Worth The Wait

De Beers Group, the world's leading diamond company, and Signet Jewelers, the world's largest retailer of diamond jewellery, whose iconic retail brands include KAY Jewelers, Zales and Jared, this week launched Worth the Wait, a new natural diamond campaign focused on the themes of modern love and evolving relationship dynamics, targeted at soon-to-be-engaged Zillennials. Worth the Wait is the first major activation of the recently announced collaboration between Signet and De Beers to re-introduce the unique attributes of natural diamonds to a new generation of U.S. couples. It comes after months of intensive training for Signet’s 20,000 sales associates to equip them with the deep knowledge to communicate the unique features of natural diamonds to their customers.