Music Friday: Jason Derulo's 2019 Tune Revives an Iconic Diamond Catchphrase
Welcome to Music Friday, when we feature songs with jewelry, gemstones or precious metals in the title or lyrics. Today’s selection is Jason Derulo’s 2019 release, “Diamonds,” a romantic tribute that cleverly borrows what Ad Age magazine hailed as the greatest advertising slogan of the 20th century to express the enduring value of true love.
In the song, Derulo compares his girlfriend to the world's most coveted gemstone, praising her as “flawless like diamonds” and declaring that, among all the diamonds he's seen, she is the finest. He also reminds listeners that her love is "priceless" before repeating the famous refrain, “Diamonds are forever.” Together, the imagery of flawless diamonds and the legendary slogan underscore the song's central message: genuine love is rare, beautiful and built to last.
Written by Jason Derulo, 1Mind, Rogét Chahayed and Shawn Charles, “Diamonds” appears as the sixth track on Derulo's 2019 EP, 2Sides.
The lyric pays homage to one of advertising's most enduring taglines. In 1947, N.W. Ayer copywriter Mary Frances Gerety coined the phrase “A Diamond Is Forever” for De Beers. By linking a diamond's remarkable durability with everlasting love, the campaign helped transform diamond engagement rings from a luxury purchase into an enduring symbol of commitment. More than 50 years later, in 1999, Advertising Age (now Ad Age) recognized the four-word phrase as the #1 advertising slogan of the 20th century, praising its extraordinary influence on both marketing and popular culture.
Its reach has extended far beyond the jewelry industry. The slogan inspired Ian Fleming's 1956 James Bond novel Diamonds Are Forever, which later became the 1971 Bond film and Shirley Bassey's unforgettable title song. It has also echoed through popular music for decades, influencing artists ranging from Rihanna and Sabrina Carpenter to Jason Derulo. Today, "A Diamond Is Forever" has become part of everyday language, often used to describe anything enduring, timeless or precious.
Born Jason Joel Desrouleaux in Miramar, FL, Derulo first made his mark as a teenage songwriter and producer, crafting songs for artists such as Lil Wayne, Pitbull and Birdman before stepping into the spotlight himself. His breakthrough came in 2009 with the chart-topping hit “Whatcha Say,” launching one of pop music's most successful careers. Since then, Derulo has sold more than 250 million singles worldwide, earned more than 14 platinum singles in the US and amassed 29 billion total streams across all digital platforms.
Now 36, Derulo continues to entertain fans around the globe on The Last Dance World Tour, with performances scheduled across Asia, Europe and Oceania, proving that his career continues to shine brightly.
Please check out the official lyric video of “Diamonds.” The lyrics are also noted below if you’d like to sing along…
“Diamonds”
Written by Jason Derulo, 1Mind, Rogét Chahayed and Shawn Charles. Performed by Jason Derulo.
Flawless like diamonds
Girl you are
Flawless like diamonds
I’m nothing without you
You keep me shinin'
I can’t buy your love; your heart is priceless
Diamonds are forever
So I know you’ll stay this way
Flawless like diamonds
Out of all the ones I’ve seen, you are the finest
I can’t buy your heart; your love is priceless
Diamonds are forever
Diamonds are forever
Got me shining, yeah
Shining, shining, yeah
Girl, you the baddest, yeah (yeah)
Diamonds are forever, diamonds are forever
Baby, baby
I need you daily
The love we makin’ changed me, changed me
‘Cause you remind me of a melody
That kind you keep on singing, singing
My pretty lady
You know you make me
Better, better then I’ve ever been
There’s no mistaking
You should be famous
‘Cause baby, you are
Flawless like diamonds
I’m nothing without you, you keep me shinin' (yeah)
I can’t buy your love; your heart is priceless
Diamonds are forever
So I know you’ll stay this way
Flawless like diamonds
Out of all the ones I’ve seen, you are the finest (yeah)
I can’t buy your heart
Your love is priceless
Diamonds are forever
Diamonds are forever, yeah
Got me shining, yeah
Shining, shining, yeah
Girl, you the baddest, yeah (yeah)
Diamonds are forever
Diamonds are forever
This love is forever
This love is forever, babe
‘Cause you make me better (Ooh-hoo)
Diamonds are forever (Ooh-hoo)
Diamonds are forever, no, no
Woo, oh
Diamonds are forever
Diamonds are forever, babe
No, no
Diamonds are
Oh-oh
Credit: Photo by Moiyeah, CC BY-SA 4.0, via Wikimedia Commons.
