Diamonds are desired by the world for their exquisite beauty. They are the hardest known mineral on Earth and their unparalleled sparkle is what made them famous in Greek legends as star splinters and crystallised lightning that represent loyalty, purity and love. Not only ancient scriptures but modern day writing, too, refers to this brilliant shiny gemstone as an emblem of courage, confidence and endurance. While there are various metaphors that relate diamonds to stand the test of time and being a woman’s best friend. There’s one quote that has proven itself and has been repetitively used ever since. Here’s from where sprang the notion behind the famous quote - “Diamonds are Forever” :


DIAMONDS AND EMOTIONAL METAPHORS
Being one of the hardest substances known to men since the ancient times, diamonds soon became a timeless entity and a representation of lifelong promises and companionship. Be it to express true love or something to pass on as a timeless jewellery piece, diamonds started being symbolic to lifelong relationships. All of this ensured a forever place for diamonds in our jewellery boxes.


BRILLIANT MARKETING & POWERFUL SLOGANS
As magical and motivating is the story of the creation of a diamond, equally magical and surprising is the story of how the quote ‘Diamonds are Forever’ was created. The original quote is attributed to a copywriter by the name ‘Frances Gerety’. The chemistry pun might not have been intentional but after many unsuccessful attempts to create a successful marketing slogan for Diamonds, this copywriter of De Beers one night scribbled this quote at the bottom of a picture of honeymoon lovers and everything else just fell in place!

DIAMONDS ARE LITERALLY FOREVER
Diamond is a forever stone since it possesses some unique irreplaceable qualities. The lustrous stone has a high durability and long life. Diamonds have incredibly strong bonds since they are made of carbon. As they have the smallest atoms that can be bonded, carbon fits more tightly with other atoms which makes a diamond hard and compressed. Thus, ‘Diamonds are Forever’ is more than just a catchy marketing slogan. It is because diamonds are literally forever!

Diamonds are forever but time always flies. It is now time to grab your exclusive jewellery from B.A Shah & Sons Jewellers before it’s too late! Check out our products and alluring diamond jewellery here - www.bashah.com