In 1947, an ad copywriter named Frances Gerety scribbled a line late at night that would go on to shape weddings, movies, proposals and awkward ring-size guesses for generations to come: “A Diamond Is Forever” Four words. Zero discounts. Infinite impact. Let’s break down why this might be the most emotionally manipulative (in a brilliant way) marketing campaign of all time and what it teaches us about selling without shouting. The Problem: Diamonds Weren’t Forever… Or Even Necessary In the early 20th century, diamonds weren’t the symbol of love. They were… shiny rocks. Expensive ones. And often passed down. After the Great Depression, De Beers had a massive problem: Too many diamonds. Too little demand. A product people didn’t really need. So, they did something radical. They stopped selling diamonds . And started selling meaning . The Shift: From Rock to Ritual Instead of shouting “50% off carats!” or “Get her the biggest one!”, De Beers pivoted. They didn’t market the stone. The...