Few advertising lines have shaped modern romance quite like “A Diamond Is Forever.” Nearly 80 years after the phrase was coined — and exactly a century after De Beers began redefining how the world sees diamonds — the legendary campaign is being honored in a new coffee table book that traces its cultural impact across generations.
Set for release on January 30, 2026, A Diamond Is Forever: The Making of a Cultural Icon 1926–2026 is published by Assouline in collaboration with De Beers Group. The lavish 240-page volume chronicles 100 years of diamond marketing, spotlighting how a once-elite luxury item became the universal symbol of enduring love.
At the heart of the book is the now-iconic tagline created in 1947 by Frances Gerety, a copywriter at N.W. Ayer & Son. With four simple words — A Diamond Is Forever — Gerety forever altered the diamond narrative, positioning the gemstone not as a fleeting indulgence, but as a permanent promise — one meant to mark life’s most meaningful moments. The slogan would later be named the greatest advertising line of the 20th century.
The book takes the reader on a tour of archival advertisements, rare photography, and commissioned artwork by artists such as Pablo Picasso, Salvador Dalí and Raoul Dufy. Hollywood glamour also plays a starring role, with diamond-drenched appearances by icons, such as Elizabeth Taylor and Marilyn Monroe, whose star power further cemented diamonds as symbols of elegance and aspiration.
Readers will also recognize the moody beauty of De Beers’ influential 1990s “Shadows” campaign, set to the first movement of Karl Jenkins’ "Palladio," which reframed diamonds as timeless, authentic and emotionally resonant for a modern audience. Chapters covering more recent history explore how the diamond conversation has evolved to include provenance, sustainability and ethical stewardship, reflecting changing consumer values while preserving the gemstone’s emotional core.
Publisher Assouline is a luxury house renowned for its high-end illustrated books. The company operates 18 freestanding boutiques worldwide, including Maison Assouline in London, as well as locations in New York, Seoul and other global capitals. It also boasts 30 shop-in-shop partnerships in luxury hotels and department stores.
Retailing for $195, A Diamond Is Forever: The Making of a Cultural Icon 1926–2026 is available at the Assouline retail locations and online via the brand's website.
Credit: Image via assouline.com.