The Most Iconic Slogan

A Diamond is Forever

A Diamond is Forever

Lovely Miracle… Just For You, vintage advertisement featuring Lovely Miracle, painted for the De Beers Collection by Robert Grilley, 1958. Lovely Miracle… Just For You, vintage advertisement featuring Lovely Miracle, painted for the De Beers Collection by Robert Grilley, 1958.

The diamond occupies a truly unique place in history. A dazzling fragment of eternity, it has shed its divine light through thousands of years, captivating mankind with its otherworldly beauty. De Beers pioneered the iconic positioning of diamonds in our contemporary culture, as a symbol of everlasting love because like true love, a diamond is forever.

In 1947 a young copywriter called Frances Gerety, was working with De Beers and was given a brief to compose a line that encompassed and expressed the physical attributes and legends surrounding the diamond. The understanding is that she worked late into the night on the challenging brief and, about to admit defeat, she then scribbled the sentence which would later be voted as the most iconic advertising slogan of the twentieth century - A Diamond is Forever. Books and films of cult status have been named after this tag-line, and a song featuring the phrase has been recorded numerous times by some of the world’s most popular artists.

Vintage De Beers Advertisement Vintage De Beers Advertisement

From here, the diamond became an integral part of the modern-day ceremony of love, engagement and the celebration of enduring relationships. Through De Beers the diamond has come to speak a universal language, conveying its messages of love, rarity and desire.

Vintage De Beers Poster Vintage De Beers Poster Our creation as De Beers Diamond Jewellers in 2001 has played a vital role in encapsulating the diamond's timeless mystique and its alluring natural beauty, so distilling De Beers' unrivalled expertise and experience into beautifully designed and contemporary jewellery. As the quintessential diamond jewellery brand, creativity and modernity are underpinned with tradition, trust and integrity.