A diamond is forever
The diamond has been a symbol of affection, a symbol of love for as long as we can remember.
De Beers, the oldest company of mining and trading diamonds since 1888, established such a close and precious relation between diamonds and all of us.
In the year 1945, a very young copywriter working at N.W. Ayer & Son, called Frances Gerety was the person who put that into words. Days after working on this, Frances came up with an iconic phrase made to stay, one that is still considered the most successful slogan of the 20th century, that ‘A diamond is forever’.
