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De Beers transformed diamonds from exclusive luxury items into symbols of love and commitment, beginning in the 1930s. Frances Gerety's iconic 1947 phrase "A Diamond Is Forever" cemented this cultural shift, positioning diamonds as promises of enduring relationships. Endorsed by Hollywood icons and celebrated through collaborations with renowned artists, diamonds evolved into representations of elegance, rarity, and personal achievement. Today, the diamond narrative encompasses ethical sourcing and sustainability, reflecting modern values while honoring a century-long legacy of timeless beauty and significance.
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