Diamonds are famously durable, with a lifespan as long as 500 years. But the diamond industry is seeing demand dwindle due to new materials and processes that make diamonds cheaper and easier to produce while still being equivalent in quality. Most people would agree that it’s not worth spending an eternity on something many can now afford for less than $100
The “a diamond is forever slogan” is a phrase that has been used for decades. The saying means that diamonds will never lose their value and can be passed down to future generations.
Do you want to know what De Beers’ slogan “A Diamond is Forever” means? If so, this essay will go through it in great depth.
As an entrepreneur, I’m fascinated by the slogans of successful firms such as De Beers. Because it motivates me to use the same marketing strategy in my own company.
So I’ve been studying a lot of resources concerning De Beers’ Slogan: A Diamond is Forever over the last week. I’m going to tell you what I discovered about the slogan. If you’re a business student or a company owner, you could find it incredibly motivating.
I’ll go through the following points in this essay regarding “A Diamond is Forever”:
What Does It Mean When They Say “A Diamond Is Forever”?
Diamonds have not been a scarce commodity since 1870. Historically, however, they have been seen as emblems of riches, power, and decadent love fantasies — a stone too valuable and costly to obtain unless you were a part of the affluent elite.
All of that changed when De Beers and the clever creatives at N.W. Ayer & Son launched the brilliant “A Diamond Is Forever” campaign.
The phrase irrevocably altered the public’s opinion of diamonds as a luxury item only owned by the rich.
A diamond demand was developed by persuading individuals that a diamond ring completes a marriage. Ad Age awarded the tagline “A Diamond Is Forever” the greatest slogan of the century in 1999.
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Who came up with the phrase “A Diamond is Forever”?
The renowned phrase ‘A Diamond Is Forever’ was created by copywriter Frances Gerety of the Philadelphia advertising firm NW Ayer in 1947.
It’s a clever tagline since it reminds people that it’s a testament to love, and as such, it must remain in the family for the rest of their lives, never to be sold.
Gerety never married and died a spinster, which was ironic.
De Beers was looking for a way to revive diamond sales, which had plummeted during the Great Depression.
The four-word tagline is still one of the most known brand slogans of all time, even after more than 70 years. According to a 2013 New York Times story, De Beers has used the slogan in every engagement commercial since 1948.
Because it was not typical to propose to a lady with a diamond before the campaign, Gerety and her colleagues at N.W. Ayer are credited with inventing the contemporary engagement ring.
Most engagement rings nowadays include a diamond of some kind, demonstrating how advertising can have a huge influence on society and affect how whole generations of men and women see marriage.
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How did the slogan “A Diamond is Forever” come about?
De Beers’ diamond campaigns, while not recognizing it at the time, transformed the diamond business.
Frances Gerety, a teenage copywriter at the advertising firm NW Ayer, devised the iconic slogan: ‘A diamond is eternal.’ Diamond engagement rings became both a necessity and a want as a result of this phrase and its advertisement.
The campaign’s goal was to draw a connection between a diamond and love. A guy was advised that buying diamonds would be the most romantic present he could offer his fiancée.
In a 1977 De Beers advertisement, two individuals on a beach are seen in black and white. These beaches and villas seem to fit in the Hamptons or Cape Cod, both of which are famed for their riches and position.
The gold solitaire diamond ring that the man proposes with, a De Beers ring, is the sole color in the video.
“How else could two months’ wages endure forever?” the narrator adds next, and the screen reveals the text. A diamond lasts a lifetime. De Beers.”
They’ve not only romanticized the desire for diamonds, but they’ve also set a price on it.
Men and women are advised how much they should spend in order to get engaged and have a meaningful relationship. Men and women are advised how much they should spend in order to get engaged and have a meaningful relationship.
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What Does the Slogan “A Diamond is Forever” Mean?
Wearing diamond engagement rings was not always the standard in the 1930s, but it is now nearly expected.
The diamond business had a rough decade in the 1930s, as global diamond prices dropped. Because Europe was on the verge of another war, diamond engagement rings were not popular.
Indeed, engagement rings were considered to be a luxury, so diamonds were rarely included in them. N.W. Ayer & Son, the first advertising agency in the United States, was hired by De Beers to change the perception of diamonds in America in 1938.
Diamond engagement rings were given to 80% of first-time brides in 1990, up from 10% in 1940. Indestructible love is signified by diamonds, thus your unbreakable love should be symbolized with an indestructible stone.
This marketing effort was extraordinarily successful, according to De Beers’ data. Between 1939 and 1979, they raised their wholesale diamond sales in the United States from $23 million to $2.1 billion.
As a consequence, they doubled their annual advertising expenditure from $200,000 to $10 million. De Beers made a wise investment.
The marketing firm devised a creative campaign to link diamonds to romance in the public’s thinking.
Diamond rings were put on the fingers of Hollywood celebrities to accomplish this, and stories were published about how diamond rings signified passion. They also went after high schoo