Women in Love With Diamonds



In this cultural moment dominated by movements such as #MeToo and #TimesUp, diamond jewelry advertising can be a complicated endeavor. The most effective strategy? Place real women front and center. A Diamond is Forever. The iconic slogan written for De Beers by female copywriter Frances Gerety in 1947 married the concept of eternal love with diamond jewelry for generations. In almost the same stroke, its message of aspirational ­romance quashed any realistic option of buying a bride-to-be anything other than a dazzling diamond solitaire. And its subtext simmered with the suggestion that a woman wasn’t really engaged unless she had a diamond on her finger. The marketing was a total triumph. Demand for diamonds had been waning significantly following the Great Depression, but the De Beers ads restored cachet to the stone, and public interest surged. Now, 70 years after the fam
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