
How a Late-Night Tagline Turned Diamonds Into Forever
Frances Gerety, a 31-year-old copywriter at N.W. Ayer, reportedly penned De Beers’ tagline 'A Diamond Is Forever' in 1947, a four-word line that helped normalize diamonds as the symbol of eternal love and reshaped engagement norms across roughly 40 countries. The slogan ran from 1948 onward, reinforcing a marketing-driven idea of value (including the famous two-month-salary rule) and turning the diamond market into a multibillion-dollar industry, even as Gerety herself never married. The piece explores cognitive dissonance between the private life of a creator and the public impact of her work, and notes the line’s enduring presence in De Beers campaigns today.












