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Person

Frances Gerety

Copywriter at the N. W. Ayer advertising agency; wrote "A diamond is forever" in 1947.

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Over time
  1. worked at N. W. Ayer & Son (copywriter) 1943–1970

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  • A diamond is forever 1947 copywriter Scholarship & press 12

    In her 1998 interview Gerety said the idea of adding a line to the advertisements was her boss Gerold Lauck’s.

Timeline 2 dates
  1. 1943–1970 Frances Gerety worked at N. W. Ayer & Son
  2. 1947 Frances Gerety developed A diamond is forever
Proof 2 sources
  1. 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
    In 1943 she decided to move back to Philadelphia and try her luck at landing a job as a copywriter at N.W. Ayer & Son’s Philadelphia office where she would remain through the end of her career.
    Gerety continued to work for N.W. Ayer & Son for another twenty-three years before her retirement in 1970.
    The line that she happened to scribble down was “a diamond is forever.”
  2. 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’.
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