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
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
