In a world where perception often trumps reality, the diamond industry stands as a sparkling example of the power of marketing. Despite being one of the most common gems (according to the International Gem Society), diamonds have been elevated to the status of rare and precious through decades of clever advertising and strategic branding.
In 1948 copywriter Mary Frances Gerety created perhaps the most successful advertising campaign in history with the slogan “A Diamond is Forever” for DeBeers. This iconic phrase was not just a tagline but a powerful message that communicated the eternal nature of love and the enduring value of diamonds.
However, behind the facade of scarcity lies a truth as clear as crystal: it’s the stories we’ve bought into about their rarity and symbolic meaning that have created their value.
N.W. Ayer & Son, the advertising agency Mary worked at, used many successful tactics to make diamonds a symbol of love, including sending representatives into high schools to teach a generation that a diamond engagement ring was essential for a successful proposal. The cultural expectation their tactics created continues to endure today.
But even the longest-lived campaigns can lose their sparkle.
Issues of ethics in the diamond industry have caused concern for years, with the term “blood diamonds” seeping into cultural consciousness. Also known as conflict diamonds, these are diamonds that are mined in war zones, often using forced labor, and are traded illegally to fund violent conflicts.
That’s a terrible legacy, particularly for an everlasting symbol of love.
What’s more, lab-grown diamonds (LGDs) threaten to upend the traditional diamond market. They are chemically and visually identical to mined diamonds. They offer an ethical alternative that avoids the environmental and humanitarian costs of diamond mining.
With a price point that’s 80% cheaper, LGDs are set to democratize an industry long dominated and controlled by a select few.
This disruption in the diamond industry is a reminder that nothing is forever. Change is inevitable, but it is also an opportunity for growth and innovation. The rules that govern every industry are merely constructs of our own making, as DeBeers’ marketing showed for over 65 years.
Why not use that same power to create a better world?
Imagine a world where marketing is used not to deceive, but to inspire. A world where stories are crafted not to manipulate, but to uplift.
We can choose to create stories that celebrate sustainability, promote equality, and foster compassion. We can use our collective imagination to shape a future that shines bright with possibility.
