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IIJS Tritiya 2024 and IGJME Tritiya 2024 inaugurated in Bengaluru

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The power-packed inauguration ceremony was graced by presence of Principal Chief Guest Dr. Selvakumar IAS, Principal Secretary to Govt- Dept of Commerce and Industries, Govt of Karnataka, Chief Guests Dr B Govindan, Chairman -Bhima Jewellery and Vinod Hayagriv, MD – C Krishna Chetty Group.Present at the inaugural ceremony were Dr Chetan Kumar Mehta, President- Jewellers Association, Bengaluru and other dignitaries of the GJ industry.

Representing GJEPC were Vipul Shah Chairman-GJEPC, Kirit Bhansali, Vice Chairman – GJEPC and Nirav Bhansali, Convenor, National Exhibitions –GJEPC, Sabyasachi Ray, ED- GJEPC and other CoA members.

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DiamondBuzz

De Beers Unveils A Diamond Is Forever: The Making of a Cultural Icon 1926–2026

How Four Words Changed the World of Luxury Advertising

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De Beers Group, a global leader in the natural diamond industry with a legacy spanning over a century, is launching A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a visual retrospective celebrating its pioneering role in shaping the world of natural diamonds. The book traces how, beginning in the 1930s, the brand reimagined natural diamonds from discreet treasures of the elite into aspirational symbols of love, commitment, and personal achievement, cementing their place as enduring masterpieces of nature and craftsmanship.

Drawing on rare archival material, the book explores how De Beers revealed the wonder of diamonds to a wider audience, shaping modern luxury marketing from the Great Depression to today’s era of conscious luxury. At the heart of the book is one of advertising’s most celebrated moments. In 1947, copywriter Frances Gerety of N. W. Ayer captured the gemstone’s essence with four words that would forever reshape the industry: “A Diamond Is Forever.” The declaration enshrined the diamond as a promise of love and endurance, an emotional sentiment resonating far beyond the notion of a simple gift. In 1999, it was named the greatest advertising slogan of the twentieth century by Advertising Age.

Beyond aesthetics, A Diamond Is Forever explores how these campaigns shaped social rituals and behaviour over time. The rise of engagement rings in the late 1930s and strategies like the “Two Months’ Salary” guideline highlight how marketing can redefine tradition. Campaigns such as the “Right Hand Ring” also reflected evolving ideas of female independence. In India, the influence of such campaigns and marketing narratives has been equally significant, shaping consumer perceptions and aspirations around diamonds. By positioning natural diamonds as powerful symbols of love, success and personal milestones, these strategies resonated strongly with Indian audiences, encouraging a shift from traditional gold-centric purchases to viewing diamonds as meaningful, emotionally driven choices for their loved ones.

The book also highlights how De Beers fused the billion-year rarity of natural diamonds with fine art and pop culture. Works by Pablo Picasso, Salvador Dalí, and Raoul Dufy enhanced their allure, while icons like Marilyn Monroe and Elizabeth Taylor defined their glamour. Later, the 1990s “Shadows” campaign, set to Karl Jenkins’ Palladio, reinforced the diamond as timeless and unique.

In recent years, the conversation around diamonds has evolved to include provenance, sustainability and ethical stewardship, reinforcing the natural diamond’s position not only as a symbol of enduring love but also of responsibility and conscience. Much like a gallery tracing the evolution of artistic expression, A Diamond Is Forever offers rare insight into one of the most influential brand stories in history, revealing how diamonds have come to reflect the shifting ideals and aspirations of society.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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