Involuntary Yours

DIAMONDS

Every diamond goes through an incredible journey. Billions of years ago, deep within the earth’s mantle and under extreme conditions, carbon atoms crystalised. Through spectacular volcanic eruptions, nature then delivered these treasures to the earth’s surface. Now, we go to the ends of the world to find them and reveal their breathtaking beauty. On its path to becoming an exquisite piece of jewellery, each diamond touches hundreds of people, expert hands and/or machines. Each stage in the journey is vital in shaping the final piece. The diamond can then finally be worn, and often becomes a family heirloom, handed down through generations.

INVOLUNTARY YOURS

Involuntary Yours explores historical and contemporary (meta) narratives related to genetics, luxury, emotion, sustainability and eternal love.

It’s hard to imagine that it’s only been three-quarters of a century since diamonds became the symbol of wealth, power and romance, and it was all because of a brilliant multifaceted marketing strategy design and executed by ad agency NW Ayer in the early 1900’s for their client, De Beers.  At the time, NW Ayer was seen as a pioneering advertising agency, instituting many revolutionary changes to their business. For example, the agency was the first to use fine art in advertising, establishing the industry’s first art department. In the “A Diamond Is Forever” campaign, the agency’s art director Paul Darrow created ads which featured works from Pablo Picasso, Salvador Dali, among other modernist painters.

FROM EARTH TO HEIRLOOM

Diamonds are forever. The slogan perfectly captured the sentiment De Beers was going for; that diamonds, like your relationship, is eternal; whilst also discouraging people from ever reselling their diamonds.

Today, the “A diamond is forever campaign” is consistently heralded as the most innovative advertising campaign of all time.