As is the case with many other luxury products, the image of a diamond as a valuable commodity, has been preserved through clever marketing and branding campaigns. In particular, the De Beers diamond advertising campaign is widely regarded, as one of the most successful campaigns; in history.
N. W. Ayer & Son, the advertising firm retained by De Beers in the mid-20th century, succeeded in reviving the American diamond market and encouraging new markets with it's slogan "a diamond is forever." The multi-faceted brand building and marketing campaign, included product placement, advertising the diamond itself (rather than the De Beers brand), and building associations with celebrities and royalty.
The approach was a generic, with the intention of focusing upon the promotion of diamonds in general, or particular types of diamond engagement rings and diamond jewellery; rather than specific brands. The "a diamond is forever" campaign lasted for decades but was effectively discontinued in early 2011. This slogan is now being used by De Beers Diamond Jewelers.
