DEBEERS

Set to 2 different clues across 4 published puzzles, most often "A diamond is forever" sloganeer — The New York Times, Wednesday, 6 May 2009.

7 letters

Every clue on record, most used first

"A diamond is forever" sloganeer2 times
The New York Times — Wednesday, 6 May 2009
Big name in diamonds2 times
The New York Times — Monday, 9 June 2003