The Diamond Trading Company (DTC) - the sales and marketing arm of De Beers - will launch a campaign for jewelry called “Journey Diamond Jewelry," with a message that “love is a journey that grows larger over time." This will be the companys first major campaign since its "Past Present Future" drive in 2000, a phenomenal global success, which featured designs with three stones

"Journey" will focus on diamond jewelry with a graduated pattern made exclusively of diamonds of different sizes, and with at least one of them being of "significant size." said a representative at JWT- the ad agency working with DTC. JWT hope that by adding symbolism, they will revive an existing jewelry design. The reasoning is not without precedent: The "Past Present and Future" campaign also took an existing design, and with the help of a new message they generated $10 billion dollars of sales.

The "Journey" campaign will be unveiled to retailers in at the JCK show in Las Vegas in June, and the marketing effort to consumers will begin in September. In a further initiative to push the design JWT are planning to get celebrities to wear the graduated designs at the Oscar ceremony in March.