De Beers: A Case Study in Brand Longevity

Helen Woodham

University of Arkansas

Author Notes

This paper wa prepared for ARHS 5993: Special Topics in Modern Art

Key Words: slogan, brand, longevity, success, sign value, use value, love, innovation
Originating in 1888 as De Beers Consolidated Mines has evolved into the self-acclaimed creator

of the first diamond consisting of recognitions such as the first universally recognized diamond

system (1939), and the creation of De Beers Jewelers & the De Beers Institute of Diamonds

(2001), and international locations in London (2002), Hong Kong (2008), and Beijing (2011).

Operations and campaigns such as “Dewdrop,” a collection inspired by new beginnings (2010),

“For You, Forever’ (2013), and the creation of the company’s option for customers to design

their ring, and “Horizon'' ring sets that represent freedom for the individual have brought the

century old company into the 21st century ensuring its relevance. The success of De Beers is

largely credited to an advertising slogan created in the 1940s.

In the 1940s and 50s, the advertising industry was a largely male dominated sphere, but

that did not stop Frances Gerety from creating a brand identity that would be widely known

nearly a century later, renowned as one of the most creative and effective marketing ideas. The

slogan would become AdAge’s Slogan of the Century in 1999 (Greiff De Beers set to reboot 'a

diamond is forever' for Forevermark Brand). Gerety created the slogan all while paving the way

for female advertisers. The year was 1947 and Gerety was four years into her career at

Philadelphia based advertising agency N.W Ayer (The Woman Who Had an Influence on

Forever). While working late on one of her accounts, De Beers, Gerety wrote the iconic words:

A Diamond Is Forever. The slogan would not only cause the De Beers company to flourish over

the next century, but this spark of genius would become a textbook case for marketing and

advertising professors and professionals across the country of what it means to excel in their

field.

Since 1947 when the iconic slogan was first created the idea that A Diamond Is Forever

the slogan has been a success for De Beers. Beyond its cut to the point nature, the slogan
presents the idea as a fact: A Diamond Is Forever. In writing this, Gerety is almost begging

someone to disagree. And with the ever present desire for love evident in Western culture for

decades, as consumers, we cannot help but fall into agreement with her; as a society we want a

love that lasts so by creating a slogan that ties this idea to that of a De Beers diamond, with one

scribble of her pen Gerety positions De Beers only place to purchase a symbol of love that will

last as long as that which American consumers hope to experience.

Not only has the slogan provided success, but it has been used as a foundation for

innovative campaigns since its founding (History of De Beers: A Diamond Is Forever). Despite

the societal impacts such as war, economic devastation, and political unrest to name a few, one

thing has remained consistent: human beings desire to be loved. In tandem with this desire is the

need to cast that love on physical objects as a symbol of the intense affection we feel for another

person. This slogan has remained impactful and relevant for so many years because of the

metaphoric power it holds. Through the creation of this slogan, Gerety associated love with the

diamond and made the two one. By this logic, the attributes of a diamond can be applied to love

and vice versa. A diamond is the hardest gemstone meaning it can withstand scratching and

damage, similarly human’s desire love that is strong and can withstand the hard circumstances of

life (Gemstone Hardness and Wearability). Additionally, every diamond can be distinguished by

looking at four characteristics: carat, color, clarity, and cut (Diamond 4cs and Gemstone

Information). Similarly to how each diamond is unique based on this criteria, human’s desire

love to be unique and specific to them and their significant other. Gerety single-handedly

associated diamonds with the type of love human’s desire through the language of the slogan and

thus compelled all brides to desire and all grooms to provide a diamond as a measure and symbol

of their love. Specifically, Gerety tied a diamond to the unconditional love that is long lasting: a
Forever love. Now, one views a diamond engagement ring and all the previously mentioned

sentiments of love, marriage, forever are experienced as top of mind recall. This is a concept

outlined by Daniel Harris in his book Cute, Quaint, Hungry and Romantic. Harris argues that

advertisers can use tangible representations of romance such as “wine goblets,” “cigarettes” with

lipstick stains, and a “rose” at a dinner table to portray romance and no people are needed

because these physical objects have become so thoroughly associated with romance that

consumers understand them as such (Harris Romantic).

The symbol of the diamond as an expression of love is powerful because of the

metaphoric power it has, but also because of the prevalence and important human’s place on

love; if love was not valued, then the association would not be effective. Maslow hierarchy

outlines the fundamental motivations all humans experience. The order of the hierarchy from

most basic to most complex is physiological needs, safety needs, love and belonging, esteem,

and self-actualization (Maslow). According to Maslow, love is third.

Maslow’s Hierarchy of Needs (Maslow)

 Later critics have commented that safety was over emphasized in this original hierarchy

due to its construction taking place in the midst of WWII. According to this argument, love

should be second in the order between physiological needs and safety needs (Oved Rethinking

the Place of Love Needs in Maslow's Hierarchy of Needs - Society). Regardless of where love

truly belongs in a hierarchy, the point stands that love is important to humans, no matter what

form that love embodies.

Maslow’s Hierarchy of Needs Revised (Oved Rethinking the place of love needs in Maslow’s hierarchy of needs -

society)

Love has been a pivotal role in both ancient and modern societies: Paris’ love for Helen

of Troy caused the Trojan war, Romeo and Juliet’s love for each other drove them to choose

death given the choice between it and a world where the other did not exist, and every romantic

comedy that mimics the same plot as Sleepless in Seattle and any other homogenous modern
view of love (The Love Story That Triggered a War) (Shakespeare) (“Sleepless in Seattle”).

Whether these romantic interpretations of love or the sacrificial love of Jesus to redeem a fallen

people, or the love for a pet as seen in Marley & Me, or any other variation of love, the sentiment

of caring for, uniting, and identifying with other in commitment and act known as love plays a

powerful and crucial role in human societies (John 3:16) (“Marley & Me”).

In human societies, where there is romantic love, there is usually marriage not far behind.

Marriage ceremonies differ across cultures, but the central theme is the same: to unite two

individuals together. Not only do diamonds represent love and the permanence of forever, but

they also play a key role in modern wedding ceremonies as a symbol of unity. With the

assistance of the Christian church in the 12th century, wedding rings became a routine aspect of

marriage ceremonies and physical reminders of the couple’s commitment, further symbolism

(The Origin of Wedding Rings: Ancient Tradition or Marketing Invention?). These rings were

made of traditionally precious metals and eventually would begin to incorporate jewels in their

designs.

The logic behind this association in nature is not logical at all. Some critics make the

argument that a diamond that was virtually unvalued prior to the 1940 in part due to WWI, is still

that after the 1947 inspiration that spawned the innovative slogan. One agreement states that

“engagement rings differ from wedding rings in that they are not a requirement, are less binding,

but cost more” (Munich Empire of Diamonds: Victorian Gems in Imperial Settings). An expense

due in part to diamonds. Compared to the 1930s prior to the revolution De Beers set in motion,

the average wedding ring cost in 1930 was $1,824 and today it is roughly $5,600, and one third

of couples in 1930 did not buy an engagement ring at all (Rings Comparing Wedding Costs: The

1930s and Today). The cost to acquire this symbol of love is still seen in our society today
because they have such a strong sign value that the lack of use value is not impactful to the ring’s

overall perceived value. Sign value can be defined as "an institutional practice, and the

discursive characteristics of the code appear across several representational forms” (Murray).

This definition of sign value explains how as societies we construct meanings and associate them

with tangible objects and other phenomena. Use value is defined as the value the object in

question provides to a user.

While the early Christian church would have consumers believe that the engagement and

wedding bands have use value through their reminding that they are in a committed relationship,

this too is sign value. Use value in the traditional sense, a car serves the use of transportation or a

hamburger the service of fulfilling satisfaction, is not fulfilled by a wedding ring. The entirety of

the purpose of an engagement and wedding ring, the value that it embodies, is the symbolism and

the associations consumers have with it. The same assumption can be made for the value of a

diamond. Because the value of a ring and diamond are dependent on the value consumers

perceive it to have based on the importance the association plays in their life; the value of the

ring and diamond will change in response to changes in the components of symbolism. By

understanding the way that these values can change, advertisers are able to continue to market to

target audiences effectively as their needs, desires, and perceptions change. De Beers’

understood this concept of sign versus use value and used it to prolong the effectiveness of the

1947 slogan.

Prior to Gerety’s idea to associate a diamond with the concept of forever, 10% of US

brides received diamond engagement rings, and by 1990 that number had risen to 80%

(Friedman We Buy Engagement Rings Because a Diamond Company Wanted Us To).

Historically, the circular wedding ring signifies eternity with diamonds signifying as steadfast
strength (The Origin of Wedding Rings: Ancient Tradition or Marketing Invention?). Gerety

modernized this historical meaning with her slogan and gave it a new face for a more modern

application.

(Friedman We Buy Engagement Rings Because a Diamond Company Wanted Us To)

The slogan A Diamond is Forever was created by Francis Gerety in 1947 and has been

used since by the De Beers company to create ads that associate love with the concept of forever.

As the idea of love has been influenced and changed by societal values, the slogan and

advertising in turn has responded as well, representing the idea of forever differently. This slogan

had a flexibly nature because as previously established love and humans coexist, but also

because with the growth rate of the human population more than quadrupling in the last century

and with US weddings alone reaching nearly 2 million unions, the market for wedding rings, and

in part to Gerety’s creation and De Beer’s efforts to sustain, the market for diamonds continues

to grow with every new generation (Roser et al. World Population Growth) (2021 Wedding

Statistics for United States). An analysis of historical and modern De Beers ad shows this

evolution and adaptation of the once, and still successful marketing genius.
 Within each of the ads the idea that A Diamond is Forever is present either outright or

subtly. The idea and message of what forever offers is modified within each ad to communicate a

different aspect of forever and the love that it symbolizes. Through imagery, color, typography,

and other visual and verbal cues, De Beers can continue to use their successful slogan nearly a

century later.

Forever: Hope for the Future

A 1960 De Beers ad in Reader's Digest (SensaiAlan/Flickr)

The ad seen above was a 1960 advertisement launched by De Beers in Reader’s Digest.

This advertisement contains elements that were consistent with the time but are not seen as much
today. Primarily this is seen in the large blocks of texts on the far left of the ad. Visually and

verbally this advertisement ties the idea of forever with the excitement and splendor that is hope

for the future.

The viewer’s eye first goes to the bright blue dress the girl is wearing and processes the

image before moving on to the words. The girl sitting under the tree on the far right of the

advertisement lounging against the tree portrays relaxation and serenity. Her arms and legs are

draped in a way that shows she is relaxed and conformable. Her head tilted back, the slight smile

on her lips, and the far-off, dreamy look in her eyes make the viewer wonder what this girl is

thinking about. The colorful scenery behind the girl shows a meadow and the use of shades of

blue and green, cool colors, create a calming, peaceful landscape that has depth as the meadow

extends vastly beyond the girl (Braam Warm and cool colors: What are they, how they are used

& psychology) (WORDS). The girl’s long, flowing hair as well as the smoothness of her skin

portray youth and life which is mimicked in the greenery all around her. This idea of new life

and potential will be seen later in the copy of the ad, but the image of the girl further enforces

these ideas in subtle details.

For example, in the girl’s right hand, one can see a flower that is also present on the left

side of the meadow. The position of the flower in her hand insinuates that she picked it before

she settled against the tree. On a surface level this image reflects the cultural stereotype of a

woman in love picking the petals off of a flower as she says, “he loves me, he loves me not,”

only to end by saying “he loves me,” reinforcing the idea of love a couple shares. This subtle

detail of the flower being tucked in her hand, in such a natural that it is almost missed by the

viewer quickly flipping through the magazine, is very significant. On a more symbolic level, the

flower being in such close proximity allows the viewer to equate the characteristics of the girl
and the flower as one. The flower symbolizes growth and just as a flower starts as a small seed

and then grows into something beautiful, so too does love as it begins as something small that

grows into deep passion. The idea of growing love is represented by the flower, but the fact that

the flower originated in, and a duplicate can be found in the meadow, also insinuates that the

characteristics of nature are one with those of the flower and the girl. This idea reinforces that the

peace and serenity of the landscape is embodied by the girl, which is then confirmed by her

relaxed posture and the look of daydreaming on her face.

The idea that she is one with nature and thus its peace and tranquility is also seen in the

way her body mimics the angle of the tree, as well as how her hair almost blends into the bark of

the trunk in both color and texture. The flower’s shape is almost identical to the ring on her left

hand thus ties the symbolism together by equating nature, love, and the concept of marriage as

sharing the characteristics of growth, potential, and the promise of a future. These themes are

further seen in the copy and headlines on the left side of the page.

The advertisement features a journalistic technique of positioning in which the girl’s

body and orientation prompts the viewer to look from the image to the words. The girl is facing

toward the gutter of the spread, where the two pages are joined. This along with her extended

legs, draped arms that leave her hands pointing to the left, and her head being turned to the left

guide the reader across the advertisement. The landscape behind her also reinforces this

movement as the viewer is drawn in by the bright green tree, down to her face and dress, out

from her arms and legs, and up the diagonal line of the hill behind her that leads the reader’s eye

up to the top left of the page to the first headline and block of text.

Moving out from the image of the girl, the eye goes to the top left of the page and works

its way down. The first notable detail of this area is the repeated coloring that is seen in the
meadowy landscape and the girl’s dress as well as in the words “Promise of the heart” and “A

diamond is forever.” This use of repeated color links the words and the image, signaling to the

reader that the messages in one are shared with the other. Moreover, on the middle left of the

page, the drawings of the diamonds are accented with hints of blue that can be seen in the “A

diamond is forever” phrase as well as the girl’s dress.

The copy of this advertisement using languages such as “happily, she dreams upon the

promise she has given, dreams of her loved one and of their new life to be,” “this flaming gem

will ever hold the memory of their promise, the message of their love.” This language not only

ties the idea of love and a De Beers diamond together, as all campaigns fashioned under the A

Diamond is Forever slogan do, but it also identifies what forever means in this ad: hope for what

is to come. This advertisement presents a very traditional view of love as the idea of a man and

woman relatively young as we can see by the image in this advertisement beginning their life

together through marriage. This messaging of hope and potential is reinforced by the youth,

nature, tranquility, and other themes previously mentioned that are seen in the image of the

advertisement. This advertisement targets women who see it because they long to be the girl and

desire the forever that is hoping and growing old with the one they love, and the male audience is

targeted by seeing the girl and wanting to make their love feel as special as she does. The

instructions on “How to Buy a Diamond” on the middle and bottom left specifically are targeting

the male audience.

While there is a case that the visual and verbal elements work together to achieve the

desired goal of capturing love in a traditional sense, the overall artistic style of this advertisement

reinforces this idea. As previously mentioned, the idea that romantic love is to be shared between

a man and woman who are relatively young, roughly age 20-25 ase seen below, and are excited
to begin a life together is portrayed by the visual and verbal elements of this advertisement. This

advertisement appears in an issue of Reader’s Digest in 1960 and the art style seen here is unlike

other art of the time, which was characterized by the transformative movements of Pop Art,

Psychedelic Art, Op Art, Minimalism and Conceptual Art (Art Radar Journal). This

advertisement has an art style that more closely resembles the Victorian era seen in the

depictions of the girl being outdoors around nature, and aesthetic of the image looking as if it

was done by oil paints on canvas. By using an art style of the past in the midst of the bright,

colorful artistic boom of the 1960s, the advertisement further reinforces the idea that it is trying

to target those who desire love in the traditional sense.

Median Age at First Marriage: 1890 to Present

 Forever: Acceptance & Inclusion

Where the 1960 advertisement had what

could be viewed as a traditional sense of

love, a man and a woman symbolizing

their love through marriage and a

diamond engagement ring, this 2022

advertisement shows how the De Beer’s

slogan has been updated to create

innovative campaigns that capture love

in the 21st century with the same

sentiment that was used in 1947.

Not only is the idea of love

changing and thus it must be portrayed

in a more modern way, but the method

through which this advertisement is

viewed is much different. The increase

in technology and the use of social

media that has come about in the last

few decades resulted in an increase in

absent mindedness that cause modern

consumers to have shorter attention

De Beers. “International Women's
Day.” Instagram, 8 Mar. 2022.
spans than compared to those in the past (Is Technology Short-Changing Our Attention Spans?).

This means that advertisements today not only have more to compete with as streaming services,

social media platforms, and online shopping websites are all cluttered with ads, but that

consumers need to be quickly drawn in and their attention caught by an advertisement. This idea

can be seen in the March 8, 2022 post on the De Beers Forevermark Instagram. The

advertisement is a video that is a mere 10 seconds long and composed of a variety of 1-2 second

shots. The shots are filmed at different proximities and angles to ensure the consumer remains

engaged and watching to see what is next.

The use of technology and the understanding that advertisements must be short to capture

an audience’s attention are not the only modern updates De Beers advertisements have seen; the

messaging and view of love and forever has also been updated. In this advertisement a series of

quick videos have been compiled into the 10 second video. The advertisement opens with two

women walking in a field holding hands, then shows a close up shot of one of them being

pregnant and the other hugging her, then shows them facing each other with their heads near

each other in an intimate moment, then closes with them looking off into the distance as one

embraces the other as the screen fades to black and the word “I do.” appear.

Visually, the advertisement has a muted color scheme that is offset by the bright clothing

of the women as well as the sparkling jewelry they are wearing. The shine of the sun reflecting

off the diamonds in the jewelry is very noticeable against the darker overlay. The videos being

filmed in a field portray the same messages from the previous advertisement of natural, peaceful,

serenity. However, the definition of love in this advertisement and the concept of forever is very

different. The United States Supreme Court legalized same sex marriage in 2015 (Chappell

Supreme Court declares same-sex marriage legal in all 50 states). With this ruling, there was an
increase in advertisements that featured same sex individuals and entire campaigns that focused

on celebrating the Supreme Court’s decision. This advertisement features two women and uses

their close proximity with each other, affectionate glances and body language, their dual rings on

their left ring finger, along with the closing words “I do.” to imply that these women are in love

and married.

Furthermore, another layer of this new love can be seen in that one of the women is

pregnant and the other can be seen holding and with her hand on the pregnant stomach. This

advertisement was posted on International Women’s Day according to the caption and also

mentioned De Beers’ focus on being a positive influence for “gender equality” and “gender

parity and a more inclusive world today and beyond” (International Women's Day). The

advertisement showcases love in the more modern sense where gender does not play a role and is

more broad and accepting. Additionally, the idea of forever in this advertisement is not just the

idea of a homosexual love, but of the aspirations to continue to promote acceptance and inclusion

today and into the future.

Over the last few years, the level of sensitivity toward controversial topics such as same

sex marriage, parenting, and the overall value of self-expression and “living your truth” has

increased dramatically. One survey of 25 countries found that roughly 70% of consumers want to

buy from companies that have known values that they identify with (Willige People Prefer

Brands with Aligned Corporate Purpose and Values). By posting this advertisement on social

media, De Beers not only modernized their traditional slogan and brought it into the 21 centuries,

but it positioned itself as a brand who cares about what the target audience for this advertisement

cares about: gay rights, more inclusive parenting, acceptance, and a new form of love that is

determined by the individual and not bound to society’s traditional norms.

 The De Beers slogan’s longevity is a perfect case study of how powerful the relationship

between associations and tangible objects can be when there is a perceived satisfaction that the

object can fulfill an innate human desire. By understanding this relationship, advertisers are able

to create brand identities, slogans, and campaigns that allow them to accurately and effectively

create advertisements to connect with their target audience. Other companies can follow De

Beers example and create value in the eyes of the consumer by understanding, responding, and

capitalizing on providing solutions to consumer desires as they change. According to

entrepreneur, author, and motivational speaker Jim Rohn, “you get paid for bringing value to the

marketplace, and if you’re not very valuable you don’t make much money” (Rohn).

Understanding value as a means to be successful in business is key for companies that want to

remain relevant and cohesive in their messaging to consumers.

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