Launched at a grand event in London, the book traces how the brand re-imagined natural diamonds from discreet treasures of the elite into aspirational symbols of love, commitment and personal achievement
London: The De Beers Group has just launched ‘A Diamond Is Forever: The Making of a Cultural Icon 1926–2026’, a visual retrospective celebrating its pioneering role in shaping the world of natural diamonds, at a grand event in London. The book traces how, beginning in the 1930s, the brand re-imagined natural diamonds from discreet treasures of the elite into aspirational symbols of love, commitment, and personal achievement, cementing their place as enduring masterpieces of nature and craftsmanship.
Drawing on rare archival material, the book explores how De Beers revealed the wonder of diamonds to a wider audience, shaping modern luxury marketing from the Great Depression to today’s era of conscious luxury. At the heart of the book is one of advertising’s most celebrated moments. In 1947, copywriter Frances Gerety of N. W. Ayer captured the gemstone’s essence with four words that would forever reshape the industry: ‘A Diamond Is Forever’. The declaration enshrined the diamond as a promise of love and endurance, an emotional sentiment resonating far beyond the notion of a simple gift. In 1999, it was named the greatest advertising slogan of the twentieth century by Advertising Age.
Beyond aesthetics, ‘A Diamond Is Forever’ explores how these campaigns shaped social rituals and behaviour over time. The rise of engagement rings in the late 1930s and strategies like the ‘Two Months’ Salary’ guideline highlight how marketing can redefine tradition. Campaigns such as the ‘Right Hand Ring’ also reflected evolving ideas of female independence. In India, the influence of such campaigns and marketing narratives has been equally significant, shaping consumer perceptions and aspirations around diamonds. By positioning natural diamonds as powerful symbols of love, success and personal milestones, these strategies resonated strongly with Indian audiences, encouraging a shift from traditional gold-centric purchases to viewing diamonds as meaningful, emotionally driven choices for their loved ones.
The book also highlights how De Beers fused the billion-year rarity of natural diamonds with fine art and pop culture. Works by Pablo Picasso, Salvador Dalí, and Raoul Dufy enhanced their allure, while icons like Marilyn Monroe and Elizabeth Taylor defined their glamour. Later, the 1990s ‘Shadows’ campaign, set to Karl Jenkins’ Palladio, reinforced the diamond as timeless and unique.
In recent years, the conversation around diamonds has evolved to include provenance, sustainability and ethical stewardship, reinforcing the natural diamond’s position not only as a symbol of enduring love but also of responsibility and conscience. Much like a gallery tracing the evolution of artistic expression, ‘A Diamond Is Forever’ offers rare insights into one of the most influential brand stories in history, revealing how diamonds have come to reflect the shifting ideals and aspirations of society.
Established in 1888, the De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. It has diamond mining operations in Botswana, Canada, Namibia and South Africa, and owns jewellery houses De Beers Jewellers and Forevermark.
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