Advertising Age Named 1947's 'A Diamond Is Forever' the 20th Century's Top Slogan
Updated
Updated · spacedaily.com · Jun 20
Advertising Age Named 1947's 'A Diamond Is Forever' the 20th Century's Top Slogan
1 articles · Updated · spacedaily.com · Jun 20
Summary
Advertising Age put Frances Gerety’s 1947 line “A diamond is forever” at No. 1 on its 1999 list of the 20th century’s greatest slogans, citing its power to create a market rather than merely sell into one.
Four words written overnight for a De Beers presentation first ran in 1948 and helped turn the diamond engagement ring from a limited practice into a mainstream expectation in the U.S. by the 1950s.
De Beers had hired N.W. Ayer in 1938 after Depression-era sales collapsed, seeking to invent a custom that tied diamonds to proposals while discouraging resale and protecting prices.
Gerety, born in 1916, spent 1943-1973 at N.W. Ayer on the De Beers account, was the copy department’s only woman when hired, and never married despite writing advertising’s most influential marriage pitch.
The slogan still runs globally, and its legacy now extends beyond the U.S. to markets including Japan, where diamond engagement rings were rare before Ayer’s campaign arrived in the 1960s.
A single copywriter invented the modern marriage ritual. What is the true legacy of her 'small lie' about diamonds?
As lab-grown diamonds outsell natural ones, is the marketing spell that made a common stone a love symbol finally broken?
De Beers’ diamond empire is crumbling. What happens to nations whose economies were built on its 'forever' promise?
"A Diamond Is Forever": The Marketing Campaign That Made Diamonds a Global Symbol of Love—and Sparked an Ethical Reckoning
Overview
In the 21st century, the iconic slogan 'A Diamond Is Forever' continues to shape how people see natural diamonds, connecting them to love, aspiration, and lasting value. This enduring message works because it highlights both the physical strength of diamonds and their symbolic meaning of eternal commitment. Diamonds are rare and resilient, making them a powerful symbol for important life moments. De Beers, a key player in the industry, has adapted its strategies over time, using new campaigns and leadership to keep the message relevant and drive change in a shifting market.