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Sep 30, 2023 · Discover the transformative power of De Beers' "A Diamond is Forever" campaign. Launched in 1948, this marketing masterpiece not only redefined the diamond industry but also set the gold standard (or should I say, diamond standard?) for emotional storytelling in advertising.
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- Supply & Demand For Diamonds – A Strange Story!
- De Beers Diamonds: Selling More Without A Sales Pitch
- The Challenge Moving Forward
We tend to think of a diamond’s worth as coming from its rarity. But then, diamonds aren’t really all that rare anymore. South Africa has a massive concentration of diamond mines. So why are diamonds so expensive? Diamonds are a Veblen good, which means they don’t follow the usual laws of supply and demand pricing. Instead, as the price rises, the ...
It’s probably not a surprise to most of you to learn that the diamond market was built on colonization. Diamond mines were (and still are) largely concentrated in South Africa, but British financiers have owned them from the outset. When they hit some big jackpots on diamonds, British owners of mines in South Africa realized that they would have to...
By now, most of us have heard or seen the ads for lab-grown diamonds. These are diamonds produced entirely in a lab setting using high pressure applied to carbon. With this process, diamonds can be created in a tiny fraction of the time it would take for a real diamond to grow. This new challenge in the diamond industry may take dollars away from m...
Apr 22, 2020 · De Beers may not have realized it at the time, but their diamond campaigns completely revolutionized the diamond world. Their famous slogan: ‘A diamond is forever,’ was coined by a young copywriter at the N.W. Ayer advertising agency, Frances Gerety.
Mar 31, 2016 · The iconic tagline ‘A Diamond Is Forever’ was written by copywriter Frances Gerety at Philadelphia agency NW Ayer in 1947. At the time, De Beers was looking for a campaign that would help...
Mar 21, 2024 · HISTORY & CULTURE. Are diamonds really ‘forever’? Thanks to a modern marketing campaign, the not-really-rare gem became the iconic stone for eternal love. A 274-carat masterpiece cut from a...
Nov 1, 2021 · The campaign features a wide range of diamond jewellery from across its two Houses, De Beers Jewellers and De Beers Forevermark, as symbols of these promises – particularly meaningful because of the company’s own commitments to sustainability and responsible practices.
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Aug 5, 2015 · The rebranding campaign will communicate what makes Forevermark distinctly different and debut with a new television commercial. The aim will be to convey the brand’s passionate pursuit of the world’s most beautiful and responsibly-sourced diamonds.
