In the 1940s, only 10% of brides wore diamond engagement rings. De Beers hired copywriter Frances Gerety, who created the slogan "A diamond is forever," and the company placed diamonds in Hollywood films to make them seem essential for engagement. That campaign still drives billions in sales today.
In the 1940s, only about 10% of brides got a diamond engagement ring. De Beers diamonds, they were quite popular in the early 1900s, not as a wedding ring, as like a flex. Frances Gerety is working on this campaign and can't think of anything and then wakes up in the middle of the night with this line, "A diamond is forever." What is interesting, that was the tie-in to engagement. If someone doesn't present a diamond, maybe they're not in it forever. What woman wants a half commitment? Ladies out there, do you want a half commitment from your man?
They went to Hollywood. Giving directors diamonds, saying, in the key moment where the man professes his love, he's gotta give her a diamond ring.
