De Beers To Release ‘A Diamond Is Forever’ Book
It explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.

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.
The Latest

The “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.

This year’s inductees include second-, third-, and fourth-generation jewelers.

The author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.

As gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.

Three-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.


Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.

These up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.

With the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.

The lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.

This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.

High-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.

The designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.

Buying discipline at trade shows starts with clarity about your inventory levels, Smith writes.

The trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.

The Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.

Bring a cool tone to your summer jewelry with these white metal pieces.

The deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.

The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.

The “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.

The updated catalog has a newly dedicated section for gift wrapping.

Everett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.

Fourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.

The new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.

The NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.

Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.

The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.

Former Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.




























