Head of Brand Marketing

In 1947, a copywriter named Frances Gerety was working late on a campaign for a diamond company with a problem: it controlled most of the world's diamond supply, but diamonds weren't seen as particularly special. Rubies, sapphires, emeralds — any gemstone would do. Gerety needed to change how people thought about diamonds, and the entire engagement ring category. She wrote four words: "A Diamond Is Forever" and within a generation, diamonds had become the only acceptab