Mary Frances Gerety
American copywriter
Mary Frances Gerety (1916-1999) was the copywriter responsible for the "A Diamond is Forever" slogan created for De Beers Consolidated Mines, Ltd. This famous slogan is still used today in advertising pertaining to diamonds.
Personal life
Mary Frances Gerety, who primarily went by "Frances," was born in 1916 in Philadelphia, Pennsylvania. She graduated from Charles Morris Price School of Advertising and Journalism and was later a student at the University of Pennsylvania. Gerety lived alone in Wayne, Pennsylvania for most of her life and died in Derby, Pennsylvania at the age of 83 on April 11, 1999 .
N. W. Ayers
Frances Gerety began working at the N. W. Ayer & Son advertising agency as a copywriter in 1943 and continued until 1970. Gerety helped to create advertisements that were published in Vogue, Life, Collier's, The Saturday Evening Post, Look, and Harper's Bazaar.
"A Diamond is Forever"
Due to the decline of diamond sales after the Great Depression, the diamond company De Beers was desperate to increase marketing strategies. De Beers Consolidated Mines, Ltd. hired N.W. Ayers & Son to advertise their diamonds in 1938.
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