SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes SourcingJan 22, 2026
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.
“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.
Related stories will be right here …
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.
More on Sourcing
The Latest
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
