A Diamond is Forever: De Beers' Marketing Masterpiece

Is it truly an engagement if there’s no diamond ring involved? If you're a woman, you’re probably nodding in agreement, while the guys might just be rolling their eyes.

So, who’s to thank for this sparkling tradition? That would be Frances Gerety, a trailblazing woman in a man's world.

In 1947, four words scribbled on a slip of paper in a moment of exhaustion, met with hesitation due to its unusual style, transformed both the diamond and advertising industries forever. Who knew?

De Beers is a diamond mining and marketing company that dates back to the 1880s. At the time, diamonds were not widely considered desirable or all that valuable. Enter: a marketing campaign that made imagining engagement without diamonds impossible. It pushed diamonds as the most romantic purchase a man could make for his lover, how romantic!

De Beer’s Math: Diamond = Love

A black and white commercial showing a couple on a beach, evoking the upscale vibes of the Hamptons or Cape Cod. The only colour appears when the man proposes with a gold solitaire diamond ring. The narrator then says, “How else could two months’ salary last forever? A diamond is forever. De Beers.”

Did you see how smooth that was? It romanticised the need for a diamond, and also subtly placed a price tag on love.

Men are told how much they should spend on their woman and the women know how much they deserve. Genius!

How did it spark the Romance?

1. Societal Shift: De Beers didn’t just sell jewelry; they rewrote the rules of romance. They took the bold step of convincing everyone that the only way to prove your undying love was by dropping serious cash on a diamond ring. Suddenly, no engagement was complete without a rock. And it worked. They made the diamond engagement ring a non-negotiable, turning a luxury into a societal expectation faster than you can say, “Will you marry me?”

2. Perception of Value: Diamonds? Rare? Not exactly. But De Beers made you think they were. By controlling supply and promoting scarcity, they created an illusion of exclusivity—because who doesn’t want something that seems hard to get? This masterstroke of marketing made people believe that the bigger the diamond, the deeper the love (and the more impressive your proposal).

3. Emotional Connection: Let’s be real, De Beers wasn’t just selling carbon crystals—they were selling feelings. Romance, commitment, and a dash of “forever” were all wrapped up in that diamond box. The campaign struck right at the heart, linking diamonds to the ultimate romantic gesture. They made buying a diamond feel less like a purchase and more like a public declaration of true love—and really, who could resist that?

4. A Lasting Slogan: “A Diamond is Forever.” With four little words, De Beers wrote the ultimate love letter to diamonds. This wasn’t just a tagline; it was the gold (or should we say, diamond?) standard of slogans. And it worked so well that decades later, we still see diamonds as the ultimate symbol of eternal love. Talk about staying power!

The Lasting Impact

Make a mark? Sir, De Beers made an entire market. Before this campaign, the diamond engagement ring was more “nice-to-have” than “must-have.” After? Well, it became the only way to propose. Demand exploded, and suddenly, everyone from celebrities to your next-door neighbor was flashing diamond rings like their love depended on it (because according to De Beers, it kind of did).

But the real magic? They created a need where there wasn’t one before. Diamonds weren’t necessary—until De Beers said they were. By tapping into human emotion, they redefined what love, commitment, and engagement rings should look like. And in the process, they ensured their product would be front and center at every proposal for generations to come.

If you’re ever trying to figure out how to make your product unforgettable, just remember: sometimes, all it takes is the right amount of sparkle and a really good story. (or better— A team of Kiwis)