A Diamond is Forever - De Beers Group

This is still very true today. 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 ... . Skiptomaincontent close AboutUs OurOperations ExplorationOurMinesTechnologySales OurJewelleryHousesADiamondisForeverLeavingaPositiveLegacyCodeofOriginOurHistoryGroupStructureCodeofOriginIndiaLeadershipPurpose,ValuesandAmbitionInclusion&Diversity Sustainability&Ethics BuildingForever2030Goals LeadingEthicalPracticesAcrossIndustry:2030SustainabilityGoalsPartneringforThrivingCommunities:2030SustainabilityGoalsProtectingtheNaturalWorld:2030SustainabilityGoalsAcceleratingEqualOpportunity:2030SustainabilityGoals LeadingEthicalPracticesAcrosstheIndustry BestPracticePrinciplesAssuranceProgrammeGemfairTMDiamondDialoguesTracrTMTheSDGsandourvaluechain PartneringforThrivingCommunities EducationHIVandAIDSPreventionTokafalaandZimeleCOVID-19Response ProtectingtheNaturalWorld KelpBlueOkavangoEternalTheDiamondRouteAVisittoBotswanaCarbonVaultTMMovingGiantsWatchNature'sWondersLive AcceleratingEqualOpportunity DeBeersGroupDesignersInitiativeUNWomenPartnershipAWOMESTEM:UNWomenandWomEngGenderEqualityThroughOurMarketing SustainabilityReports WorldofDiamonds TheMiracleofaNaturalDiamondFromEarthtoHeirloomDiamondShapesandColoursTheFourCs CampaignsStoriesMedia CompanyNews Reports Insights TheDiamondInsightReport2021TheDiamondInsightReport2020DiamondInsightFlashReportsDiamondInsightGlobalSentimentReport ProductionReportsFinancialResultsDataCentreSocio-EconomicImpacts Botswana ForewordExecutiveSummaryBuildingonDiamondsThecontributionofdiamondstoBotswana'sdevelopmentPrinciplesofPartnershipThecontributionofthePartnershipin2014ThePartnership'srevenueThePartnership'scontributiontoGDPThePartnership'scontributiontoemploymentOthercontributionsThenextchapterAppendix Canada ForewordExecutiveSummaryIntroductionandApproachTheEvolutionofDeBeersinCanadaTheEconomicContributionofDeBeersinCanadaTheSocio-EconomicImpactofGahchoKueTheEconomicContributionofDeBeersinCanada-SnapLakeTheEconomicContributionofDeBeersinCanada-Victor RoughDiamondSalesReportsLibrary Careers WorkingatDeBeersGroupWhyDeBeersGroupCurrentVacancies ViewsSightholdersContact Search Share . ADiamondIsForever Discoverthemeaningbehindoneofthemostfamousadvertisingslogansinhistory. TheOriginoftheMeaningofDiamonds Diamondshavelongbeenoneofnature’smostreveredcreations.Sincethedawnofhumanitytheirbeauty,strengthandresiliencehaveenchantedpeopletheworldover.AncientGreeksbelievedthemtohavemysticalprotectivepowers,anditisfromtheGreekterm‘adamas’,meaninginvincible,thattheword‘diamond’originates.Overtime,themagicofdiamondshascontinuedtogrow,andtheyhavecometomarkourmostcherishedmoments,bondsandcommitments.Strongandunbreakable,theyrepresenttimelessemotions. ADiamondIsForever Onewomancapturedthisstrengthandtimelessnessinfoursimplewords,andindoingso,shecaptivatedtheworld.EmployedinaPhiladelphiabasedadvertisingagency,FrancesGeretywasawomanworkingina‘man’sworld.’DeBeerswashermainaccount–oneofthe‘women’sproducts’she’dbeenhiredtowritefor.In1947,shehadjustfinishedworkingonaseriesofadsandwasheadingtobed,whensherealisedshe’dforgottentocreateasignaturelineforherlatestcampaign.Exhausted,shescribbledsomethingonaslipofpaperbeforefallingasleep.Thefollowingmorning,shepresentedittoaboardroomofmen.Initiallymetwithhesitancyduetoitsunusualstyle,herline,‘ADiamondisForever,’wouldgoontotransformboththediamondandadvertisingindustryforever.In1999,‘ADiamondisForever’wasnamedas‘TheSloganoftheCentury’byAdvertisingAge. DiamondsasanHeirloom Becauseoftheirenduringvalue,diamondsareoftenseenasaspecialgiftwhichcanbepasseddownthroughgenerations. Sometimesre-designedintonewjewellerypiecestosuitevolvingtastesandtrendsastimegoesby,thesepreciousstonestelluniquefamilystories.Thisisstillverytruetoday.Overabillionyearsold,adiamondisoneoftheclosestthingstoForeverthatwecanholdinourhands.Andinaworldofshort-termfixeswheresomuchisdisposable,symbolsofenduringstrengtharemoreimportantthanever.