Client: De Beers
Agency: CreateThe Group
Role:  Campaign Copy
Description: De Beers Diamond Jeweller is the retail branch of the De Beers operation, and was owned by LVMH. For the first time in decades the brand were willing to entertain a proposal that they utilize a different phrase than "A Diamond Is Forever." While at CreateThe Group I wrote the line "Sublime Symmetry" to reflect the inherent symmetry of a diamond's cut and the metaphorical symmetry to be found between two lovers. The client accepted and for the first time since 1947 the new line was used on the brand's relaunched website and campaign materials