A Modern-Day Resurgence

In 1947, DeBeers commissioned the services of leading advertising agency N.W. Ayer, and the slogan “A diamond is forever” was coined. The premise of this large-scale marketing campaign was the suggestion that diamonds should be the only choice for engagement rings. The DeBeers advertising campaign was wildly successful, and was a contributing factor to today’s widespread embracing of the tradition of diamond engagement rings. In today’s fine jewelry market, more than 78% of engagement rings sold contain diamonds.