This deep-dive essay explores how De Beers' iconic 1947 slogan “A Diamond Is Forever” was not just a marketing campaign but a powerful act of social engineering. It details how post-WWII economic shifts and gender roles were leveraged to sell an artificial tradition that still dominates engagement rituals today. Through emotional appeals, celebrity influence, and psychological manipulation, De Beers permanently linked diamonds with love and commitment—creating a self-perpetuating myth that continues to shape cultural expectations and consumer behavior. This campaign is now studied as one of the most influential examples of marketing as modern propaganda.
