(The Telegraph) - In 1947, copywriter Frances Gerety invented the tagline “A diamond is forever” on behalf of South Africa’s De Beers Group. Dubbed the “slogan of the century”, the strapline has been in use ever since, tapping consumers’ desire to own a timeless, precious symbol of love. “It has survived because 'a diamond is forever’ summarises that sense of commitment and bond,” says Stephen Lussier, De Beers’ executive in charge of marketing. The marketing prowess of De Beers, which at one point controlled 90pc of the diamond market, cemented the ritual of buying a diamond engagement ring in people’s minds. But since 2000, the industry has undergone profound change.
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