Traditional values...

Everyone knows that a diamond is forever.
Ever wonder why?

In 1947, Frances Gerety wrapped up her work late one night, said her prayers and promptly had an epiphany. As a young copywriter for NW Ayer, the advertising agency of DeBeers, she deserves credit for having penned the famous line “a diamond is forever”. Those four words are now regarded as one of the greatest marketing slogans of the 20th century.

With a single stroke of genius Frances set the emotional hook for everyone to both cherish and hold onto their diamonds – simultaneously boosting demand, stifling a secondary market and adding tremendous extra value to these shiny baubles.

It’s not like she had nothing to work with.

No matter how or whether they’re marketed at all, diamonds have intrinsic appeal. They are unmatched in many respects, if not magical. Their very origin is dramatic, their history mysterious and their physical properties superlative. They are elemental and pure. Ever since they were first discovered, diamonds have been awe-inspiring to nobles and the hoi-polloi alike. And, they are perfectly marvelous eye candy.

I’ll bet you didn’t know that diamonds haven’t always looked so good.

Stay tuned. In my next post, I’ll discuss innovations and trends in cutting styles.