"A Diamond Is Forever" is the catch phrase used by the De Beers mining company to market
diamonds, and Ian Fleming’s 1956 James Bond novel and movie,
Diamonds Are Forever.
The De Beers advertising campaign in the 1940’s
is one of the most successful ever created. It turned the diamond into a symbol
of LOVE, and the more expensive the diamond, the more love. They used Hollywood
to get momentum, giving diamonds to movie stars to wear on screen and in
public. Credit for making diamonds into such popular tokens of love and
eternity goes mostly to the early days of Hollywood and the first legendary
movie divas like Mae West, Greta Garbo and Rita Hayworth.
Around
1950, they started using the "A Diamond Is Forever" tagline in their
print advertising, and it accomplished their goal of positioning diamonds as
something you buy and never get rid of - much like the romantic vision of love.
LOVE,
ETERNITY, ROMANCE, FIDELTY, PERFECTION, SUPREMACY are some symbols that are now closely
connected with diamonds. People were convinced that a diamond engagement ring
was essential, and that the quality of the diamond correlated with the love the
man had for his woman. Unlike precious metals, diamonds consistently continue
to increase in value as engagement rings are constantly being purchased, but
are rarely resold.
Let Love Sparkle on !!!
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