Emmy Debut for Journey Diamond Jewelry

Last evening, during the Emmy Awards broadcast, viewers saw the launch of the Journey Diamond Jewelry (JDJ) marketing initiative. It was the Diamond Trading Company’s (DTC) first prime time commercial. The televised spots will continue to run through the December holiday period.

The JDJ concept for couples is simple: together they are on a unique journey and their relationship is evolving. The design of the jewelry reflects this with four or more diamonds set in a graduated pattern from smallest to largest. The campaign tagline is ”With every step, love grows”.

Research has shown that men find it difficult to express deep emotions in words and often seek other ways to show their love. That desire, coupled with the prominence of diamonds as the ultimate symbol of love, makes JDJ the perfect gift to show continued affection and commitment.

"Journey Diamond Jewelry is a beautiful and inspiring concept. Not only is it a lovely way to express optimism for the growth of a relationship, it acknowledges that every couple has a truly unique love," says Sally Morrison, Director of the Diamond Information Center. "It’s also a reflection of the more creative approach to diamond jewelry that’s occurring with both high-end designers as well as chain retailers. There are so many interesting designs, it’s easy to express personal style as well as sentiment." Morrison adds.

Since early this year, when the JDJ concept was introduced to the trade at major industry venues, it has been dominating trend forecasts.

DTC, the marketing arm of De Beers, will support retailers' sales efforts with their integrated consumer advertising campaign through the Diamond Promotion Service. DPS is offering print, radio and television spots that retailers can use until spring 2007. The first major print push in leading consumer publications throughout the U.S. begins in September.