diamond [ME] The name of the gem derives from a medieval Latin alteration of Latin adamans *adamant. Adamant was a legendary rock or mineral with many supposed properties. One of these was hardness, which was a reason why people sometimes identified it with diamond. A diamond is forever was used as an advertising slogan for De Beers Consolidated Mines from the late 1940s onwards, and in 1956 Ian Fleming used Diamonds are Forever as the title of his latest James Bond thriller, but the idea was first expressed by the American writer Anita Loos, in Gentlemen Prefer Blondes (1925). ‘Diamonds are a Girl’s Best Friend’ was a song written by Leo Robin and Jule Styne for the 1949 stage musical of Gentlemen Prefer Blondes.