Concept

A diamond is forever

Advertising slogan written for De Beers in 1947 by the agency N. W. Ayer.

3 links, 0 backed by primary records

Connections 3

Frances Gerety 1947 copywriter Scholarship & press 1 2
In her 1998 interview Gerety said the idea of adding a line to the advertisements was her boss Gerold Lauck’s.
N. W. Ayer & Son 1947 put the line in its De Beers advertisements Scholarship & press 2

Timeline 4 dates

Proof 2 sources

Our History & Heritage Since 1888, De Beers Group. Self-published
Frances Gerety, a young copywriter at N W Ayer advertising agency, creates the timeless slogan, ‘A diamond is forever’.
Why a Diamond Means Forever: The Creation of the Diamond Engagement Ring Tradition in the United States, 1939-1996, Jennifer Lynn Pequignot, doctoral dissertation, Auburn University (drawing on the N. W. Ayer records at the Smithsonian), 2019. Scholarship & press
The line that she happened to scribble down was “a diamond is forever.”
The agency immediately incorporated the slogan into all of its advertisements for De Beers
within a year “A Diamond is Forever” became the official slogan of De Beers.

Page history 1 change