De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a retrospective publication examining how its marketing strategies shaped global diamond demand over the past century.
Drawing on archival material, the book traces how diamonds were repositioned in the 1930s from niche luxury purchases to widely recognised symbols of relationships and personal milestones.
This shift was driven by structured advertising efforts aimed at expanding consumer reach during a period of subdued demand. A key focus of the publication is the 1947 campaign by agency N. W. Ayer, where copywriter Frances Gerety introduced the phrase “A Diamond Is Forever.”
The slogan went on to define the category and was later recognised as one of the most influential advertising lines of the twentieth century. The book also revisits initiatives such as the “Two Months’ Salary” guideline and the “Right Hand Ring” campaign, both of which contributed to broadening consumer behaviour beyond traditional bridal purchases.
In markets such as India, these strategies supported the growing acceptance of diamonds alongside gold. The publication also reflects on evolving priorities, including provenance, sustainability and transparency, as the industry responds to changing consumer expectations.