Why are diamonds the ultimate statement of affection? Why do they withstand the tests of time and remain exclusive after all these years? Why are diamonds forever and why are they the best choice for an engagement ring?
The popular tagline “A Diamond Is Forever” is actually a marketing slogan that eventually made its way into an iconic suggestion that if you don’t buy your fiancé an engagement ring with a diamond, your love won’t last. The term was created by Frances Gerety, a woman who worked for an advertising agency called N.W. Ayer. One of Ayer’s clients, De Beers, had a serious drop in the sales of their diamonds. They wanted a new slogan that would represent diamonds in a way that would make the American population fall in love with them. Gerety came up with the slogan after trying to think of something that would say eternal love and affection. Even though her colleagues were skeptical at first, the slogan worked its magic.
Gerety was the brain behind every De Beers advertisement up until the 1970s when she retired.