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According to Wikipedia, the DeBeers slogan...

"A young copywriter, Frances Gerety, coined the famous advertising line "A Diamond is Forever" in 1947, allegedly while she was dreaming."

The line may refer to the age of the diamond mineral, which takes, in alluvial mines, from 10,000 years to 1.8 million years to form, according to the KHI Web site.

As well, she may have wanted to infer that once the gift of a diamond is received, a promise of 'forever' is implied as a reference for the impending relationship.

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