The magic of Gerety
Determined and ambitious, Gerety was one of the few women working in advertising, in fact just working in general. The role of many women in the 1940’s and 50’s was one of a home maker; staying at home, looking after the children and running the household. Gerety’s, however, was one of empowerment.
Gerety worked hard to prove that what she produced was just as good as the work of anyone else's. Paving the way and proving this with the impact that she created with ‘A Diamond Is Forever’. This was voted by Advertising Age the advertising slogan of the 20th century, but its legacy will forever be relevant.
Gerety was the start of change. She helped ignite the evolution of more women working and being respected in the workplace. It was part of the beginning of change for the equality for women in the 1940’s.
Just like the challenging course that Frances Gerety took for a female in a male dominated world, De Beers Forevermark encourages the empowerment of women, with their ongoing work for ‘For Women. Forever’, as well as their partnership alongside De Beers with UN Women. A partnership that hopes to accelerate the advancement and empowerment of women in diamond producing countries.