De Beers Group has released 'A Diamond Is Forever: The Making of a Cultural Icon 1926–2026', a retrospective publication examining the evolution of diamond marketing and its influence on global consumer demand.
The book draws on archival material to outline how De Beers repositioned natural diamonds during the 1930s, shifting them from limited luxury purchases to widely recognized symbols associated with relationships and personal milestones. This transition was supported by structured advertising strategies aimed at expanding consumer reach during a period of weak demand.
A central element of the publication is the 1947 campaign developed by N. W. Ayer, where copywriter Frances Gerety introduced the phrase “A Diamond Is Forever.” The slogan was later named the greatest advertising slogan of the twentieth century by Advertising Age in 1999. The campaign contributed to standardizing diamonds as a key component of engagement jewellery.
The retrospective also documents the introduction of demand-driving strategies such as the “Two Months’ Salary” guideline, which influenced consumer spending benchmarks, and the “Right Hand Ring” campaign, which encouraged self-purchase behaviour among women. These initiatives supported category expansion beyond traditional bridal jewellery.
In India, similar campaigns contributed to increased acceptance of diamonds alongside gold jewellery. The positioning of diamonds as symbols of emotional value and personal achievement supported broader consumer adoption and retail growth.
The publication further highlights collaborations with artists including Pablo Picasso, Salvador Dalí, and Raoul Dufy, as well as associations with public figures such as Marilyn Monroe and Elizabeth Taylor, which enhanced cultural visibility for diamonds. Campaigns such as the 1990s “Shadows” series, set to Karl Jenkins’ Palladio, reinforced the category’s long-term positioning.
The book also addresses current industry priorities, including provenance, sustainability, and ethical sourcing, reflecting evolving consumer expectations and supply chain transparency requirements.
