De Beers Chronicles the Legacy of Diamonds in New Assouline Book

De Beers is set to release a new book next week examining the evolution of its natural diamond marketing and the enduring power of its most famous slogan. Titled “A Diamond Is Forever,” the Assouline-published volume traces how the iconic tagline helped redefine the role of diamonds in society, transforming them from elite luxury items into universal symbols of love, achievement, and permanence.

Before the 1930s, diamond jewelry circulated quietly among society’s upper circles, with luxury houses maintaining discreet, private client relationships. De Beers changed that narrative, broadening the appeal of diamonds and positioning them as essential gifts for romantic milestones and personal accomplishments. In 1947, copywriter Frances Gerety coined the phrase “A Diamond Is Forever,” a declaration that linked diamonds with enduring love and emotional commitment—an idea that resonated far beyond material value.

Over the decades, the slogan appeared in archival advertisements, magazine spreads, and celebrity endorsements, cementing diamonds as cultural icons. De Beers also collaborated with celebrated artists such as Pablo Picasso, and Raoul Dufy, drawing parallels between the rarity of diamonds and the brilliance of fine art. These creative efforts elevated diamonds’ allure while reinforcing their sense of significance and scarcity.

From the glamour of Elizabeth Taylor and Marilyn Monroe in the 1960s to the atmospheric “Shadows” campaign of the 1990s—set to Karl Jenkins’ neoclassical composition “Palladio”—De Beers continually refreshed the diamond narrative. The company has periodically retired and revived the famed slogan, most recently bringing it back in late 2023 as part of a renewed take on its ’90s-era “Seize the Day” campaign.

Today, the diamond story has expanded to embrace provenance, sustainability, and ethical stewardship, positioning the gemstone as a symbol not only of love but also of responsibility and conscience. “A Diamond Is Forever” spans 240 pages with 180 illustrations and is presented as a hardcover in a luxury slipcase. Retailing for $195, the book is currently available for pre-order on the Assouline website.