Organization
N. W. Ayer & Son
Philadelphia advertising agency; made De Beers advertising from 1939 to the 1990s.
- Also known as
- N.W. Ayer, Ayer
- developed Diamond engagement ring (in a historian's words, revived and expanded the tradition) 1939 –
- people who worked here Frances Gerety (copywriter) 1943–1970
Connections 4
people who worked here
- Frances Gerety 1943–1970 copywriter Scholarship & press 1
contracts from
developed
- Diamond engagement ring 1939 – in a historian's words, revived and expanded the tradition Scholarship & press 1
- A diamond is forever 1947 put the line in its De Beers advertisements Scholarship & press 1
Timeline 4 dates
- 2 Dec 1938 De Beers awarded a contract to N. W. Ayer & Son
- 1939 – N. W. Ayer & Son developed Diamond engagement ring
- 1943–1970 Frances Gerety worked at N. W. Ayer & Son
- 1947 N. W. Ayer & Son developed A diamond is forever
Proof 1 source
-
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.
On 2 December 1938 he authorized a check for ten thousand dollars for Ayer to begin its “Diamond Market Investigation Survey and Report.”
Through its early advertising campaigns for De Beers, N.W. Ayer managed to revive and expand the diamond
The agency immediately incorporated the slogan into all of its advertisements for De Beers
Page history 1 change
- Add 55 stories, each checked against its sources96e92fe6
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