De Beers
A diamond company behind the famous 'A diamond is forever' campaign.
Where De Beers comes up1 episode or test
- Diamond seen as a luxury
- 'Two months' salary last forever?'
- Diamond as a lasting commitment
About 85% of engagement rings are now diamonds
From Harry Dry, copywriting example
What was said about De Beers
De Beers made the diamond the default engagement ring with one line. Mary Gerety's 1948 line, 'How can you make two months' salary last forever?', is the copy behind 'A diamond is forever'. About 85% of engagement rings are now diamonds, and Harry Dry credits this campaign.
The line reframes a purchase as a lasting commitment rather than a luxury. Harry Dry uses it as a copywriting example, and the 85% figure is his attribution to the campaign.
Learn Copywriting in 76 Minutes – Harry Dry
Mary Gerety's 1948 line 'How can you make two months' salary last forever?' made diamonds the engagement ring. About 85% of engagement rings are now diamonds, and Harry credits this campaign.
De Beers made the diamond the default engagement ring with one line. Mary Gerety's 1948 line, 'How can you make two months' salary last forever?', is the copy behind 'A diamond is forever'. About 85% of engagement rings are now diamonds, and Harry Dry credits this campaign.
The line reframes a purchase as a lasting commitment rather than a luxury. Harry Dry uses it as a copywriting example, and the 85% figure is his attribution to the campaign.
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