A Diamond is Forever 💎

How can a diamond symbolize love?

In 1947, just two years after World War II ended, an overlooked copywriter named Frances Gerety penned four words that would change advertising forever. Gerety, tasked with explaining the benefits of buying diamond jewelry to De Beer diamond companies' customers, wrote “A Diamond is Forever”. In the late 1940s, diamonds were not a symbol of love. The industry had been struggling with declining sales since the Great Depression ✨

The power of pathos

Gerety’s strategic word play transformed the diamond from a mere gemstone into an eternal symbol of love. The brilliance of Gerety’s slogan is in its pathos. Connecting diamonds with the idea of “forever” implies that love is unending and that diamonds are the only adequate representation of love's permanence.

In addition to dreamy romance, the slogan communicates that diamonds, unlike other stones, never lose value. By the time 1980 rolled around, the campaign’s success was undeniable. Over 80% of American brides purchased diamond engagement rings, a dramatic shift from just a few decades earlier. In 1999, Advertising Age magazine named the phrase the best advertising slogan of the 20th century, cementing its legacy.

Wrapping things up

Frances Gerety’s simple yet profound words didn’t just sell diamonds; they reshaped romance. Are you looking to break ground on new ideas? Subscribe to Idea Nest. We talk shop on LinkedIn and Reddit and post 7-minute thoughts on Spotify, so click follow for daily inspiration.