Of interest may be: Francis Gerety had just finished a series of...

Of interest may be:

Francis Gerety had just finished a series of ads and was headed to bed when she realized that she had forgotten to create a signature line. Exhausted, she said “Dear God, send me a line,” and scribbled something on a slip of paper. When she woke up and saw what she had written, she thought it was just O.K. A few hours later, she presented her idea at a meeting. According to her, “Nobody jumped.”

Copywriter Frances Gerety coined the phrase “A Diamond Is Forever.”

The agency set an ambitious goal: “to create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”

“Sentiment is essential to your advertising, as it is to your product,” it counseled De Beers (who controlled the world supply of rough diamonds) in a memo, “for the emotional connotation of the diamond is the one competitive advantage which no other product can claim or dispute.”

Jewelers now tell us ‘a girl is not engaged unless she has a diamond engagement ring.


Of far more interest would be a MOX release on the discovery of the motherlode.



Parndana..............shissh