When in 1947 N.W. Ayer copywriter Frances Gerety set about to create a slogan for De Beers Consolidated Mines, she felt frustrated by a lack of good ideas. After praying late one night, she jotted ...

But sometimes a clever slogan can go beyond its goal ... Likely inspired by the De Beers adverts, Diamonds Are Forever was the title of the fourth James Bond book written by Ian Fleming in 1956 ...

“A diamond is forever,” but perhaps not for ... gold and even other colored gemstones. The slogan was coined by diamond giant De Beers in 1948, capturing the impression of security and romance.

Bruna Marquezine dazzled in a dramatic drop necklace featuring pear-shaped diamonds of varying sizes, designed by Lorraine Schwartz, while Ariana Grande also turned heads in a De Beers Adonis Rose ...

De Beers, which nearly 80 years ago introduced the masses to the immortal phrase “A diamond is forever,” has lost its shine in recent years amid declining demand for diamonds, partly a result ...