The De Beers’ Forevermark: Get to know the woman behind the ads that made diamonds “forever!”

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: I have been in the business of supporting independent professionals for many years now. As a leader at MBO Partners, I greatly value these individuals and I know there’s great potential in them. For this reason, I’ve started this newsletter in the hope that a lot more readers and independents would gain insights from what I share. And every Monday, I highlight a “Marketing Marvel” from the business and marketing world. Today, I would like to share with you the story of Frances Gerety, the ad-woman whose works still resonate in the jewelry market until now. Personally, I am also amazed by how she was able to make a huge impact with just a single attention-grabbing copy. Interested to learn more about her contributions in the marketing world? Check out how Gerety changed a lot of people’s view on “forever” and created a need out of a luxurious item, diamonds, by reading the feature article below. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

The De Beers’ Forevermark: Get to know the woman behind the ads that made diamonds “forever!” Frances Gerety: The Ad-Woman Behind “A Diamond is Forever” “A Diamond is Forever.” This four-word sentiment started out in 1947 as just a moment of inspiration. Today, it is one of the most recognizable signature lines of all time. Let’s take a trip down memory lane at how diamonds became “forever”… Diamond rings were not recognized as a symbol of love in the early centuries. Moreover, these gems weren’t easily accessible to the public, and only aristocrats and members of the royalty could afford to have one. Then the Industrial Revolution came. It was only then in the 19th century when diamonds became more accessible to the wider public. However, the devastation brought about by two World Wars led diamonds to lose their sparkle. It was up to Mary Frances Gerety to bring this luster back, and that started with her employment at the Philadelphia-based advertising agency, N.W. Ayer, in 1943. As a female working in a “man’s world,” Gerety was hired to write for women’s products only, with De Beers as her main account. Four years into her career as a copywriter at N.W. Ayer, Gerety managed to change the working attitude of females in the advertising world, proving they are capable of so much more. Then one day, as Gerety was working late and had been on a series of journeys, she was tasked to create a signature line for a new De Beers campaign. Sleepy but still determined, she wrote the four words, “A Diamond is Forever,” in a fleeting moment of inspiration. Talk about making a HUGE impact in the advertising world while barely awake! When the next morning came, Gerety was asked to report about her pitch. Surrounded by her associates, she presented her signature line. At first, her proposal was met with hesitancy because of its unusual style. However, it was this line that soon transformed both the diamond and advertising industry. Gerety started a change. She created a need out of a luxury item and associated diamonds with love, commitment, marriage, and forever. Aside from that, Gerety helped ignite the evolution of more women working and being respected in the workplace. She did not only change the way people view diamonds, but she also helped start the change for how women were perceived in the 1940s! When the 20th century came, Gerety’s four-word signature line for De Beers received another breakthrough: It was voted by Advertising Age as the Advertising Slogan of the 20th Century! The reason for this award? Gerety’s signature line for De Beers successfully created “a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.” This further proved that Gerety (and women in general) are as capable as men in the workplace. What men can do, they can also accomplish, especially in the marketing industry. Simple yet impactful, right? Personally, this is my key takeaway from Gerety’s experiences, insights, and marketing strategies: Sentiment has a key role in your advertising strategies as it is to your products. The emotional connotation of your product is that one competitive advantage that no other brand or product can claim or dispute. Look at this from the perspective of De Beers’ campaign. By placing diamonds side by side with the word, “forever,” the company convinced consumers that diamonds equated to love and the bigger the diamond, the greater the expression of love. Nowadays, 9 out of 10 couples prove their commitment to each other through diamond rings. This is a direct result of the De Beers marketing campaign! Through “A Diamond is Forever,” the company showed that limiting supply stimulates demand and creating strong emotional associations with your product is a successful strategy. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! Eugene Schwartz is one of the best copywriters of all time. Learn more about Eugene Schwartz and how he became a great copywriter on next week’s MicroBusiness and Marketing Marvels!