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Diamonds are Forever
Everybody has heard the saying "Diamonds are Forever". In 1947, Francis Gerety created the slogan, "A Diamond is Forever". The
slogan was an immediate success ever since and was even voted advertising
slogan of the century in 1999 by Advertising Magazine. The slogan was first
implemented by De Beers Diamonds and played an integral role in their
marketing campaign. For many years, De Beers controlled nearly 90% of the
diamond market. Consequently, they had power of the price of diamonds based
on how many rough diamonds they release to jewelers to be cut and entered
into the market. As the value of diamonds were largely based on rarity, De
Beers created a campaign to discourage people from ever selling their
diamonds. Hence, the concept Diamonds Are Forever was born- making diamonds
a mainstay in wedding jewelry.
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