Do you ever wonder about who came up with the ‘A diamond is forever’ phrase, what it means, and how it came to be? Also, do you question the ability of the diamonds to last for eternity?
Because spending a few of the precious minutes of your precious time on the internet will reveal the fact that diamonds are organic by-products of the compression of carbon atoms under a substantial amount of pressure, hence their crystallization and the formation of the diamonds.
Given the organic nature of the diamonds, saying that a diamond last forever may, therefore, seem a little misguided. Don’t you think? Well, this article explores the world of diamonds.
More specifically, we endeavor to understand why diamonds are said to last forever and if there is any truth in this notion.
So, let’s get started.
“A Diamond is Forever” Meaning
A Diamond is Forever is easily one of the oldest, most effective, and the most famous advertising slogans throughout history.
But what the meaning of this slogan?
Well, A Diamond is Forever is a phrase used to powerfully capture the timelessness and the strength of diamonds.
This phrase was conceptualized by the De Beers marketing team as a way to show the significance of diamonds and, more importantly, the use of diamonds to symbolize the never-ending signs of love.
The slogan ‘A Diamond is Forever’ helped to communicate the message that the diamond would always retain its value.
The phrase was further used to describe the resilience and the strength of the diamonds, showing that it is the hardest and the most durable crystal on the planet.
Who said ‘A Diamond is Forever’?
The phrase and marketing slogan, A Diamond is Forever, was coined in 1947 by a woman, Frances Gerety, who worked at the De Beers company.
Ms. Frances was able to capture the strength and the timelessness of diamond using these four simple words when she was employed at a Philadelphia-based advertising agency. At the time, Frances was working at what was literally a ‘man’s world,’ and she was tasked with handling the De Beers’ company account.
As expected, this account was assigned to her because she was managing one of the ‘women’s products’ accounts, and she had been hired to write for accounts that handle the women products’ accounts.
Luck or her intellectual prowess had it that after she’d just finished working on a long series of ads and was winding down for the day, she noticed that she’d forgotten to incorporate a signature line on to her latest campaign works.
As exhausted as she was, she scribbled a note on a piece of paper before she fell asleep. She had a presentation the next morning. Her presentation was to a boardroom full of men.
During the presentation, the men were at first hesitant of her unusual presentation style.
However, her ideas were signed off on, and her line’ A Diamond is Forever’ was not only approved by the client, but it went on to transform not just the marketing and sales for diamonds, but it also changed the advertising company she was working at and the advertising industry as a whole, forever.
In 1999, the phrase ‘A Diamond is Forever’ received the highest level of recognition, with Advertising Age naming it ‘The Slogan of the Century.’
A Diamond is Forever – History
A little backstory into this whole award-winning phrase – diamonds refers to the naturally-occurring minerals that were first formed over a billion years ago deep in the earth’s crust.
The diamonds result from the action of pressure and heat on carbon, two forces that result in the creation of the hardest substance known to man.
Despite its hardness, diamonds can be cut up into various shapes, and they are mostly used in jewelry making. What makes diamonds unique is the fact people are willing to pay huge amounts of money for diamond jewelry.
With an understanding of the mining, production, jewelry making, and sale of diamond jewelry, as well as the fact that people are willing to spend thousands on the stone, the world’s leading diamonds production company, De Beers Consolidated Mines Company in South Africa worked with a leading Philadelphia-based advertising agency to come up with the best marketing/ advertising slogan and practices for the product.
Their advertising account was run by Frances Gerety, who coined the slogan A Diamond is Forever, one night. The slogan was approved and has since been used by the company to advertise their diamonds.
But, this phrase could have other meanings besides the timelessness and the strength of the diamonds. According to reports, the De Beers company keeps diamonds mined from different countries, and they only release a limited number of diamonds each year.
Although the company refutes these claims noting that this isn’t something practiced by the company anymore, the ‘A Diamond is Forever’ slogan remains the most successful marketing tool used by the company. This slogan easily accounts for the high sales recorded by the company over the years.
The diamonds’ marketing campaign used the ‘A Diamond is Forever’ slogan to show that the diamonds symbolized the never-ending sign of love.
How these four words changed the fashion world?
70+ years after the world’s most recognizable 4-letter word sentiment was released, it remains one of the most famous slogans in the world, not just in the marketing scene.
Copywriter Frances Gerety is credited for the creation of the slogan.
What really stands out as a result of the use of this phrase is that the slogan is pretty much the reason for the popular modern concept of diamond engagement rings. It wasn’t until the campaign was run that the idea of proposing to partners with the diamond engagement ring became a thing.
Today, you would be hard-pressed to meet someone planning a proposal without a diamond engagement ring as part of the plan.
A Diamond is Forever is one of the most recognizable marketing phrases used today, and though it dates back to its conceptualization in 1947, it is the reason why diamonds are popular and why pretty much everyone proposes with a diamond engagement ring.