Finding gems: How De Beers uses insight

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In 1948, one of the most famous advertising campaigns of all time proclaimed that ‘A diamond is forever’. The slogan, written by Frances Gerety at advertising agency NW Ayer, created the modern concept of the engagement ring and cemented the diamond as arguably the world’s ultimate luxury consumer good.

The stone has since become a byword for beauty and a centrepiece for special occasions, such as engagements and weddings. It has also seeped into popular culture, with references ranging from Marilyn Monroe singing the slyly satirical Diamonds are a girl’s best friend, via James Bond and Diamonds are forever, through to Rihanna’s bombastic Diamonds.

The creator of the original 1948 campaign, De Beers, has maintained its central position in the diamond industry in the decades since. Its work spans the entire jewellery production process, from mining to cutting, as well as the sale of everything from rough diamonds to consumer-friendly jewellery.

Founded in 1888 in South Africa and headquartered in London, De Beers is ...