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This technique was cutting-edge during its time, and the resulting study definitively showed that diamonds are much older than their host kimberlite. Some of the Kimberley diamonds were more than three billion years old, lending truth to the De Beers slogan “A diamond is forever.”
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.
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 boost...
Diamonds, which form eight-sided crystals called octahedrons, can be billions of years old, Dr. Harlow said.
Theoretically, diamonds will last forever. Chemically, they won’t. Graphite is a more stable form of carbon, so a diamond would eventually transform into graphite… but there’s more to the story than that.
Advertising slogan for De Beers’ diamonds. What's the origin of the phrase 'A diamond is forever'? De Beers have used this as a slogan since 1948, and continue to do so (as of 2016).
Over a billion years old, a diamond is one of the closest things to Forever that we can hold in our hands. And in a world of short-term fixes where so much is disposable, symbols of enduring strength are more important than ever.
