“A Diamond is Forever”

 

Though “A Diamond is forever” is a metaphor but still considered as a symbol of enduring love. Since 1940’s, the tagline is iconic line that has been used in diamond industry advertisements. So here’s how the story has started, an inspiring as well as fictional at the same time. Initially when the tagline was suggested the line were rejected on the basis of grammatical mistake because according to the associates the word “Forever” wasn’t correct. This is how the four word tagline; the most recognizable signature  lines of all time started its journey.

The most acknowledged and an immortal  tagline was produced by Mary Frances Gerety in 1938. She was a copywriter in N.W.Ayer & Sons advertising agency. Her contribution towards diamond industry is highly appreciated globally and is encapsulated in a fictional novel, “The Engagement” by J.Courtney Sullivan. In which, he has chronicled the life and work of Frances along with some other icons. Probably, the most influencing icon of diamond marketing. It not just four words but representation of change and empowerment of women in the workplace. 

De Beers is a South African diamond mining and trading company.During 1938, great depression phase De Beers Consolidated Mining Ltd. has hired the advertising agency, with the motive to persuade customers, plan marketing strategies and advertise diamond. Although they were rejected, De Beers started using the tagline in every engagement advertisements. The ads with the tagline played a vital role in influencing eternity and sentiments that was an ultimate (and ultimately impossible) promise. There actually was no relation, but the repetitive  advertisement and stories told, that settled as a fact in the public. Basically, the imaginary proposal solidified and sheltered in audiences mind and soul. 

The tagline and the marketing strategies helped the company to sell millions of diamond rings. Eventually it was behind without diamond, no ceremony is complete. A diamond is an ultimate promise and the best way to express your emotion that will be everlasting. Although diamonds were discovered first in India in 4th century BC became a very valuable commodity. In the 1800’s when European women started wearing it at all important social events. Diamonds are the most loved and celebrated worldwide. The tagline and diamonds are the most desirable and iconic today, as it was then. 

While the tagline is immortal, but technically the irony is that diamonds do degrade. They don’t last forever. They gradually decay into graphite, the same substance that is in the middle of a pencil. Hence, ‘A Diamond is forever’ is a metaphor. 

Today’s diamond industry owe to the brilliant piece of marketing drive to Frances. Now, diamond holds a unique position and emotional link, the social attitude has been completely changed. It has multi faceted demand due to the successful campaign in the past. In 1999, Advertising Age declared it as “the slogan of the Century”. Diamond industry is humbled for the existence and successful survival of the diamond. The woman that had motivated and influence on forever. Thus, the industry is gratified  to her for the evergreen and unforgettable tagline.