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De Beers is synonymous with diamonds, having coined the phrase “Diamonds are forever” back in 1947. However, the company’s own business in precious stones has been in jeopardy following ...
De Beers Diamond Jewellers (DBDJ) was established in 2001 as a 50:50 joint venture between The De Beers Group of Companies and LVMH, the French luxury goods company. [81] The first De Beers boutique opened in 2002 on London's Old Bond Street as the brand's flagship store. Since then, stores have opened in various cities around the world.
De Beers, the company that coined the slogan “diamonds are forever,” wants to make a splash in retail to compete with the likes of Tiffany and Cartier.
Lussier, De Beers Group’s executive vice president for brands and consumer markets, has been selling diamonds, and all the dreams and aspirations that go with them, for 37 years.
Mary Frances Gerety (1916-1999) was the copywriter responsible for the "A Diamond is Forever" slogan created for De Beers Consolidated Mines, Ltd. This famous slogan is still used today in advertising pertaining to diamonds.
The modern popularity of diamonds was largely created by De Beers Mining Company, which established the first large-scale diamond mines in South Africa. Through an advertising campaign in the late 1940s and continuing into the mid-20th century, De Beers made diamonds into a key part of the betrothal process and a coveted symbol of status.