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Harry Oppenheimer had a problem. It was September 1938, and with war smoldering in Europe, market prices of diamonds—a commodity that had been cornered by his father’s company, De Beers Consolidated Mines, Ltd.—were plummeting. Concluding that the company’s survival lay in penetrating the American market, Oppenheimer came to Philadelphia and looked up the N.W. Ayer & Son advertising agency.
The result of the trip would be one of the most successful advertising slogans ever created.
Ayer worked the account for a decade—draping diamonds on Hollywood starlets, mostly—but struggled to find a tagline.
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