De Beers' most famous ad campaign marked the entire ...

« A diamond is forever » became more than just a tagline ... De Beers may not have realized it at the time, but their diamond campaigns completely ... TheEyeofJewelry › Jewelry › DeBeers’mostfamousadcampaignmarkedtheentirediamondindustry In1947,DeBeerscompletelychangedthediamondworld.Theirslogan‘Adiamondisforever,’wasandisstillrevolutionaryandrelevant. AuthorByEleonorpicciotto «Adiamondisforever»becamemorethanjustatagline DeBeersmaynothaverealizeditatthetime,buttheirdiamondcampaignscompletelyrevolutionizedthediamondworld.Theirfamousslogan:‘Adiamondisforever,’wascoinedbyayoungcopywriterattheN.W.Ayeradvertisingagency,FrancesGerety.Thistagline,coupledwithmajoradvertisementscreatednotjustadesire,butaneedfordiamondengagementrings. Thismarketingcampaignwasseekingtocreatetheparallelsbetweenadiamondandlove.Diamondswerebeingpushedasthemostromanticpurchaseamancouldmakeforhislover.Ina1977DeBeerscommercial,weseeablackandwhitevideoeditedwithofacoupleonabeach.ThisbeachandhomelooklikeitcouldbestraightoutoftheHamptonsorCapeCod,placesthatareconsideredassymbolsofwealthandstatus.Theonlycolorthroughoutthefilmiswhenthemanproposeswithagoldsolitairediamondring,aDeBeersring.Wethenhearthenarratorsay,andseethewordsonthescreen,“Howelsecouldtwomonths’salarylastforever?Adiamondisforever.DeBeers.”Notonlyaretheyhighlyromanticizingtheneedforadiamond,buttheyarealreadyputtingapricetagonit.Menarebeingtoldwhattospendandwomenarebeingtoldthatthisiswhattheyneedinordertogetengagedandhavingalovingrelationship. Howdidengagementringsarriveonthemarket Priortothisslogan,duringthe1930s,diamondengagementringswerenotnecessarilynormalorexpected,buttoday,itisalmostaguarantee.In1940,only10%offirsttimebrideswerereceivingdiamondengagementrings,whilein1990thatnumberskyrocketedto80%.Theyweresellingthefactthatyourindestructibleloveshouldbesymbolizedwithanindestructiblestone,thediamond.Thismarketingcampaignworkedextremelywell,asyoucanseeinDeBeers’numbers.Between1939and1979,theirwholesalediamondsalesintheUnitedStatesaloneincreasedfrom$23millionto$2.1billion!Itledtheiradvertisingbudgettoincreasefrom$200,000to$10millionayear.Moneywellspent,forDeBeers. DeBeers–DBClassicEmeraldCutSolitaireRingwithtaperedbaguettes Aseconddiamondtocelebrateweddinganniversary Theircampaignsdidn’tstopwithjusttheengagementring.Whenitseemedliketheengagementringmarketwasdeclining,DeBeerspushedforaseconddiamondringlaterinyourmarriage.Thisdiamondringwastoreaffirmyourloveandcommitmenttoeachother. DeBeershascontinueditsmarketingefforts,withtaglinessuchas,“MarrymesoundssomuchbetterthanjustMerryChristmas,”and“Ofcoursethere’sareturnonyourinvestment.Wejustcan’tprintithere.”Theseadvertisementshaveproventobeverysuccessful,thoughnoneasrevolutionaryastheirinitial,“Adiamondisforever.”Fiftyyearsafteritscreation,itwasrecognizedbyAdAgeasthegreatestadvertisingsloganofthe20thcentury!Itcertainlywasandperhapsisthemostinfluentialtaglineforallofthediamondmarket. MarrymesoundssomuchbetterthanjustMerryChristmas Sharethispostonsocialnetworks: Youmayalsoread Top5Instagramaccountstofollow! Areyoupassionateaboutjewelry,watchesandfashion?Youareattherightplace!Everymonth,I’llmeetyouheretosharethetop5Instagramaccountstofollowin2022! Gentlemen,herearesomeinsightsonhowtopickanoriginalengagementring! Prepareyourultraromanticproposalandwe’lltakecareoftherest!TheEyeOfJewelryhasselectedforyou20designsthatwillencourageyourfuturewifetosay…YES! 6thingstoknowaboutlab-growndiamonds Prizedbythenewgenerationwhowishtomakethepurchaseofapieceofjewelryanactofcommitment,lab-growndiamondsarebecomingincreasinglypopular.Tolearnmoreaboutit,wewenttomeetCourbet,apioneerinthe…