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.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
PodcastsMay 20, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup 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.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Medal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
