Around the world over we all know what a social media post with a beaming couple and a diamond ring means. An engagement! A promise of commitment and eternal love. But this symbol of love is a relatively new concept – coined by nothing more than a genius marketing move!
When we think of the world’s most iconic marketing campaigns, one line gleams brighter than most: “A diamond is forever.” Started by De Beers in 1947, this phrase didn’t just sell jewellery – it redefined cultural values around love, status, and eternity. But this success wasn’t born from luxury or glamour alone. It was a bold, strategic response to a very real business crisis.
Let’s rewind to the 1930s.
De Beers, the South African mining company that dominated global diamond supply, had a problem. Diamonds, despite their sparkle, weren’t in high demand. In fact, the global market for diamonds was crumbling. After the Great Depression, few people saw the value in spending their hard-earned money on expensive, unnecessary stones. Diamonds weren’t viewed as rare or romantic – they were considered extravagant and impractical.
If families were luck enough to have diamonds, these would be passed down, reset or sold. The lack of new diamonds being bought was a cause for concern for De Beers. Worse still, there was no strong emotional or cultural association tying diamonds to major life events. Engagement rings, though a tradition in some cultures, were often set with other gemstones or even simple bands. The idea of a diamond as the symbol of true love was virtually non-existent. If De Beers didn’t act, their empire would slowly lose its shine.
Enter Frances Gerety, a young copywriter at N.W. Ayer & Son, the ad agency De Beers had hired to turn things around. In 1947, while working late on a campaign pitch, Gerety scribbled down a line that would become immortal: “A diamond is forever.”
It wasn’t just a catchy slogan. It was a masterstroke of emotional branding.
Reframing the Narrative: From Commodity to Commitment
De Beers didn’t just want to sell diamonds – they wanted to make them indispensable. The campaign set out to establish an emotional connection between diamonds and love, positioning the gem as the only suitable token of everlasting commitment.
Here’s how they did it:
- Creating Cultural Currency
De Beers invested heavily in storytelling that tied diamonds to romance. Their print ads featured loving couples and poetic headlines that reinforced the idea that a diamond, like true love, was eternal. This was a campaign rooted in aspiration. The messaging didn’t focus on the product itself – it sold a feeling. - Manufacturing Social Norms
Through partnerships with Hollywood and editorial placement in fashion and lifestyle magazines, De Beers embedded diamonds into the fabric of popular culture. Actresses wore diamond rings on screen and in real life. The message was clear: to be loved, desired, and celebrated, a diamond ring was non-negotiable. - Establishing Financial Guidelines
One of the most strategic moves was the introduction of a financial benchmark: a man should spend one month’s salary on an engagement ring (later pushed to two). This transformed diamond buying from a luxury indulgence into a societal obligation. - Positioning Diamonds as Heirlooms
“A diamond is forever” also carried an important commercial implication: don’t sell your diamond. Unlike other luxury goods, De Beers encouraged people to keep their diamonds, reducing resale and maintaining demand for new stones.
This multi-layered campaign didn’t just increase sales. It changed human behaviour. Within a decade, the percentage of American brides receiving diamond engagement rings rose from 10% to over 80%. Other countries followed suit, creating a global cultural norm. Diamonds became synonymous with engagement, fidelity, and prestige.
Why This Campaign Still Matters
De Beers’ brilliance lies not just in their messaging, but in their ability to create meaning. They didn’t invent diamonds, but they gave them a story – and stories are what people buy into. This campaign reminds us that perception is powerful, and that great marketing doesn’t just respond to culture; it shapes it.
For creative business owners today, there are timeless lessons here:
- Solve a real problem. De Beers started with a clear challenge: declining demand. They didn’t mask it—they met it head-on with strategy and storytelling.
- Build emotional resonance. People don’t buy products; they buy feelings, outcomes, and identities. Ask yourself: what emotion does your service evoke? What future does your brand promise?
- Create new norms. Don’t just compete – redefine the playing field. De Beers didn’t aim to outsell other jewellery companies. They created a whole new category of must-have moments.
- Think legacy. The best marketing doesn’t just drive immediate sales. It cultivates long-term belief in your brand’s value and relevance.
Creating a Legacy
In a world where marketing trends shift rapidly, “A diamond is forever” endures. It’s more than a slogan – it’s a masterclass in meaning-making. De Beers took a low-demand product and turned it into a cultural cornerstone through the power of emotional strategy, storytelling, and behavioural insight.
For creatives who dream of building a brand that lasts, this campaign is a glittering reminder that the most powerful messages don’t just sell – they inspire a shift in perception. And that kind of transformation? It’s priceless.
Let’s create brand magic.
