People 人物 To Mention Only A FEW.: 戴比爾斯（英語：De Beers）集團百多年公司史。"A Diamond is Forever"（中文譯作「鑽石恆久遠，一顆永留傳」）AI Overview...A Gem That Lost Its Luster. A Cartel Is Forever

2026年3月24日星期二

戴比爾斯（英語：De Beers）集團百多年公司史。"A Diamond is Forever"（中文譯作「鑽石恆久遠，一顆永留傳」）AI Overview...A Gem That Lost Its Luster. A Cartel Is Forever

A Diamond Is Forever: The Making of a Cultural Icon, 1926–2026
, published by Assouline, is a key, recent book celebrating the history of De Beers' marketing, released in early 2026. Other notable books covering the history, monopoly, and operations of De Beers include Stefan Kanfer’s The Last Empire, Edward Epstein's The Rise and Fall of Diamonds, and Godehard Lenzen's The History of Diamond Production and the Diamond Trade.

Key Books and Publications Mentioned:

"A Diamond Is Forever" (2026): A comprehensive book covering the history of the iconic slogan and De Beers' marketing evolution.
The Last Empire: De Beers, Diamonds, and the World by Stefan Kanfer (1993): Examines the history of De Beers, the Kimberley diamond rush, and Cecil Rhodes.
The Rise and Fall of Diamonds by Edward Jay Epstein (1982): Focuses on the cartel's strategies, often cited as Diamonds Aren't Forever.
The History of Diamond Production and the Diamond Trade by Godehard Lenzen (1970): A historical, academic review of the industry.
Oppenheimer and Son by Anthony Hocking (1973): Details the history of the family that controlled De Beers.
Diamonds in the Rough by Todd Cleveland (2015): Explores labor in African diamond mines.
In the Company of Diamonds by Peter Carstens (2001): Focuses on De Beers' control in Kleinzee.

Industry Reports:

Best Practice Principles (BPPs): The official De Beers document detailing operational standards.

Cartel Is Forever

The New York Times

https://www.nytimes.com › 1993/08/08 › books › a-car...

Aug 8, 1993 — Since Mr. Kanfer finished his book, De Beers has raised the world diamond price once again. Governments fall, entire countries come and go, but ...Read more

Google Books

https://books.google.com › ... › Republic of South Africa

In The Last Empire, Stefan Kanfer chronicles the nineteenth-century diamond rush that transformed Johannes De Beer's humble South African farmstead into an ...Read more

A Gem That Lost Its Luster

Time Magazine

https://time.com › archive › a-gem-that-lost-its-luster

Aug 30, 1982 — Through publicity in Japanese magazines, for example, De Beers has helped create a market for diamonds where none had existed for 1,500 years.Read more

https://zh.wikipedia.org/wiki/%E6%88%B4%E6%AF%戴比爾斯（英語：De Beers）集團是一家南非-英國跨國公司^[2]，專門從事鑽石行業，包括開採、開發、零售、刻字、分級、貿易和工業鑽石生產。94%E5%B0%94%E6%96%AF

市場行銷

在上個世紀，戴比爾斯在提升消費者對鑽石的需求上獲得了很大的成功，在鑽石業中一個最有效的市場策略是將其作為愛和承諾的象徵。

一位年輕的廣告文案編寫人Frances Gerety，在1947年創作出一句經典廣告語"A Diamond is Forever"（中文譯作「鑽石恆久遠，一顆永留傳」），當時她在一家名為N.W. Ayer & Son廣告公司工作，是DE BEERS廣告小組的成員之一，晚上她苦思冥想一句廣告詞，她最終在一張紙上寫下`A Diamond Is Forever',第二天，她再看放在床頭柜上寫有這句話的紙時，她說：「我找到它了（I got it）」。

在2000年，《廣告時代》提名「鑽石恆久遠，一顆永留傳」為20世紀最佳廣告語。

另一個成功的舉措包括推出「永恆之戒（eternity ring）」（作為持久愛慕和感動的一個象徵）「三部曲之戒（trilogy）」（代表了一段愛情關係的過去、現在及未來）「右手之戒（right hand ring）」（女士購買並佩戴，以作為獨立的象徵）

戴比爾斯被廣泛熟知源自那部電視廣告，其中有愛侶佩戴鑽戒的剪影，和那首Karl Jenkins的Palladio之歌。

The Economist

De Beers, the firm long synonymous with diamonds, helped turn Botswana into one of the richest states in Africa. Now the country wants to double down on the gems by adding to its stake in the firm