Mary Frances Gerety is not a name that many people are familiar with, even those in the diamond industry. She produced one of the most brilliant pieces of diamond marketing ever, and all of us working in diamonds owe our livelihoods in part to her. Gerety, who went by her middle name Frances, coined the immortal marketing slogan "a diamond is forever". When it was launched, it helped to associate diamonds with love, and solidified the role of diamonds in marriage and engagements. Today's diamond industry owes its survival largely to this successful marketing drive.