A Diamond is Forever

In the 1930s, De Beers redefined the role of diamonds in society, celebrating them as masterpieces of nature and craftsmanship. Previously, diamond jewelry were treasures exchanged discreetly among society's elite because luxury brands, for fear of diminishing their mystique, maintained only private relationships with their customers. De Beers revealed the miraculous properties of diamonds to a wider audience, changing its perception from a luxury item to a gift inextricably linked to romantic milestones and an ambitious, glamorous life, as well as a way to mark personal achievements.

When copywriter Frances Gerety articulated the essence of the diamond in 1947 with the phrase "A Diamond Is Forever," the diamond thereby became a promise of love and permanence, a sentiment far beyond the idea of a simple gift. Gerety's words, seen on archival ads, in magazines and in celebrity recommendations, reflected the deep cultural connection between diamonds and lasting relationships. Commissioned artworks by artists such as Pablo Picasso, Salvador Dalí and Raoul Dufy made a direct connection between the rarity of diamonds - each formed deep within the earth over billions of years - and the creative genius of fine art. By sharing these artistic visions with the world, De Beers revealed the wondrous properties of diamonds - nature's oldest treasure - to a wider audience, enhancing their radiance and appeal while maintaining the sense of rarity and significance that makes them so special.

For a century, the story of diamonds has been one of transformation and continuity. In the 1960s, stars such as Elizabeth Taylor and Marilyn Monroe adorned themselves with diamonds, embodying the elegance and glamour associated with this gemstone. The 1990s "Shadows" campaign, with its evocative combination of diamonds and Karl Jenkins' neoclassical composition Palladio, captured the essence of the diamond: authentic, unique and everlasting.

In recent years, the conversation around diamonds has expanded to include topics such as provenance, sustainability and ethical management, making the diamond not only a symbol of love, but also of responsibility and conscience. Like a walk through a gallery that tracks the evolution of artistic expression, Assouline's coffee-table book "A Diamond Is Forever" offers a glimpse into how diamonds have come to embody the changing ideals and aspirations of society itself.

Specifications
Title: A Diamond is Forever
Publisher: Assouline
Size: 280 x 360 x 50 mm
Size: 240 pages
Weight: 2,898 kg
Language: English
Material: Hardback
ISBN: 9781649806185

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