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 ...

Departing from their traditional, generic 'diamonds=love' messaging ... drove desire and purchase even through recession and troubled times. In the late 1990s De Beers undertook a fundamental review ...

De Beers is synonymous with diamonds, having coined the phrase “diamonds are forever” back in 1947. However, the company’s own business in precious stones has been in jeopardy following ...

“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.

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 ...