Your Daily Jewels: Diamonds: The April Birthstone - How Did They Become "Forever"?

Tuesday, March 31, 2015

Diamonds: The April Birthstone - How Did They Become "Forever"?

Diamonds are Forever (and they're April's Birthstone)

The first "A Diamond Is Forever" Ad from 1947

Copywriter Frances Gerety wrote "A Diamond Is Forever" for an advertising campaign for De Beers in 1947, and continued to write all of the company's ads for 25 years.

During a post-depression generation, when most viewed diamond engagement rings as a luxury for the ultra wealthy, women would rather see men use their money toward a washing machine than an engagement ring. Miss Gerety's ad agency, N.W. Ayer of Philadelphia, set an ambitious goal:

“to create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”

Today, even after a decade and a half of bad press about blood diamonds and inhumane working conditions in the mines, 75 percent of brides in the United States wear one, according to Kenneth Gassman, president of the Jewelry Industry Research Institute.

“A Diamond Is Forever,” has appeared in every De Beers engagement ring ad since 1948. In 1999, two weeks before Ms. Gerety died at the age of 83, Advertising Age named it the slogan of the century.
source: http://www.nytimes.com/2013/05/05

The slogan, "A Diamond is Forever" has been used in every De Beers ad for diamond jewelry since 1947. In short, Ms. Gerety sold us on diamond engagement rings and we bought in hook line and sinker. Now, how did it become April's birthstone?
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