Share your views and stand a chance to win a 12 month subscription.
Take survey here

De Beers doesn’t just participate in the diamond industry; for decades the company was the diamond industry. A little more than half a century after its establishment in 1888, De Beers devised the industry’s all-important diamond grading system (the 4Cs) to run with the world-famous slogan “A diamond is forever”. 

In case you’re wondering, the slogan was created by a young woman copywriter, Frances Gerety. In the 1940s, women copywriters were assigned exclusively to women’s products, as the zeitgeist allowed only for men writing for men. That critical allocation to the De Beers account would lead to what is widely regarded as the best advertising copy of all time. It’s a fantastic story of breaking the diamond ceiling...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.