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
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
