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How These Two Unmarried Women “Conned” America into Buying Diamonds Again




In the 1940s, Frances Gerety and Dorothy Dignam changed the course of the jewelry business with their brilliant marketing slogans.

In the 1930s, diamond engagement rings were declining in popularity until two unmarried women changed the public perception of diamonds and “conned” America into buying them again, The New York Post writes. The article explains how De Beers hired Philadelphia ad agency N.W. Ayer to spur sales, and in 1947 a copywriter named Frances Gerety conceived of the iconic slogan “a diamond is forever”, implying “that a diamond was more than just an object – it was the very embodiment of love and domestic harmony.”

The article adds that Dorothy Dignam, the head of the agency’s publicity department, inundated her Hollywood contacts with the “diamonds are a girl’s best friend” concept – possibly influencing the song that Marilyn Monroe sung in the 1953 film “Gentlemen Prefer Blondes.” As Rachelle Bergstein, author of Brilliance and Fire: A Biography of Diamonds told the outlet: “The song, along with Gerety’s successful tagline ‘Diamonds are forever,’ provided two definitive pop-culture statements about the role jewels should play in people’s lives.”

Read more at The New York Post




When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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