The copywriter who wrote the De Beers slogan

Over 60 years ago Frances Gerety wrote one of the world's most famous advertising slogans for De Beers.

When she presented her work, "A diamond is forever", at her Philadelphia advertising agency both Gerety and her co-workers were underwhelmed:

[She] 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."

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