Luxury
Diamonds are forever, but buyers are not: How the gem industry is wooing millennials
In 1947, copywriter Frances Gerety invented the tagline “A diamond is forever” on behalf of South Africa’s De Beers Group. Dubbed the “slogan of the century”, the strapline has been in use ever since, tapping consumers’ desire to own a timeless, precious symbol of love. “It has survived because 'a…
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Click here to read the full story: The Telegraph