De Beers To Release ‘A Diamond Is Forever’ Book

“A Diamond Is Forever,” published by Assouline, will be released on Jan. 30.

New York—A book delving into the evolution of De Beers’ natural diamond marketing efforts is coming out next week.

It is titled “A Diamond Is Forever,” named for the iconic tagline at the core of the mining company’s advertising for decades.

The book, published by Assouline, celebrates the cultural, artistic, and emotional legacy of diamonds as nature’s oldest treasure and one of humanity’s most enduring symbols.

De Beers is credited with bringing the wonder of diamonds to a wider audience.

Leading up to the 1930s, diamond jewelry was exchanged discreetly among society’s elite, and luxury houses fostered only private relationships with clients.

De Beers redefined the role of diamonds in society, shifting the perception of the stone from a luxury item to an essential gift for marking romantic milestones and personal achievements.

In 1947, copywriter Frances Gerety coined the phrase, “A Diamond Is Forever.”

The declaration enshrined the stone as a promise of love and endurance, a sentiment resonating beyond the notion of a simple gift.

The tagline was seen on archival advertisements, magazine placements, and celebrity endorsements, reflecting the deep cultural connection between diamonds and enduring relationships.

De Beers’ campaigns featured commissioned artwork from artists such as Pablo Picasso, Salvador Dalí, and Raoul Dufy, drawing parallels between a diamond’s rarity and the creative genius of fine art.

Through these artistic visions, De Beers sought to elevate the allure of diamonds while preserving a sense of rarity and significance.

In the 1960s, stars like Elizabeth Taylor and Marilyn Monroe donned diamond jewels, embodying the elegance and glamour associated with the gemstone.

The company’s 1990s “Shadows” campaign, which paired diamonds with the neoclassical composition “Palladio” by Karl Jenkins, captured the gemstone’s authentic, unique, and everlasting essence.

Over the last 20 years or so, the company has periodically retired and reintroduced the slogan, most recently reviving it in late 2023 for a refresh of its “Seize the Day” campaign from the ‘90s.

For a century, the story of diamonds has been one of transformation and continuity, the publisher said.

In recent years, the narrative has expanded to include provenance, sustainability, and ethical stewardship, highlighting the diamond as a symbol of responsibility and conscience.

“A Diamond Is Forever” comprises 240 pages and 180 illustrations.

It is fashioned as a hardcover book in a luxury slipcase.

It retails for $195 and will be released on Jan. 30.

The book is available for pre-order on the Assouline website.