LONDON – De Beers Group and Assouline unveil the landmark publication of A Diamond Is Forever: The Making of a Cultural Icon which celebrates 100 years of the Group and the enduring cultural impact of diamonds.
The book brings together archival photography, iconic advertising and renowned artworks which chart how De Beers Group transforms diamonds into a universal symbol of love, celebration and personal achievement.
In the 1930s, De Beers Group reshaped the public perception of diamonds, revealing them as masterpieces of nature and craftsmanship.
Once exchanged discreetly among society’s elite, diamonds were reimagined as symbols of romance, aspiration, and personal achievement.
That shift was crystallised in 1947 when Frances Gerety coined the phrase “A Diamond Is Forever,” enshrining the diamond as a lasting promise of love and endurance.
The decades that followed saw diamonds weave themselves deeper into popular culture: from Elizabeth Taylor to Marilyn Monroe.
Today, the symbolic importance of diamonds continues to endure, mirroring the values and aspirations of society for over a century.
