“Diamonds so expertly cut, we guarantee them for life.” Such is the tag of this new Zales commercial. But only guaranteed for one lifetime? I thought a diamond was forever (That was the old slogan for diamonds: “A diamond is forever”; or is that only De Beers diamonds?); so how come they don’t guarantee them forever? Does it crumble to dust when its owner dies or something? Or are they suggesting that diamonds that are less expertly cut will break and shatter in less than a lifetime (but only the ones at Zales)? I’m sorry, it’s just that forever and 40-60 years are much different scenarios, so I’m wondering if the Zales diamonds are perishable or something?
Here’s the disconcerting diamond ad:
