Pakistan Gems and Jewelry Strategy Working Group (SWOG) announced that it plans to take the industry forward through improved quality control and innovative branding. It will aim to make a global impact by achieving superior skills and technological proficiency. The SWOG also launched a monthly trade magazine, "Zar-o-Jawahir Pakistan" to promote Pakistan’s Gems and Jewelry sector admist 100 representatives form the Gem and jewellery industry. The magazine will publish latest research and information covering the total Gems and Jewelry value chain, from mine to market.%% The hype is basically intended to highlight Pakistan as an emerging player in the US$80 billion plus international market for gems and jewelry. The Gems and Jewelry Strategy Working Group is the brainchild of "Pakistan Initiative for Strategic Development and Competitiveness" (PISDAC). PISDAC is funded by United States Agency for International Development (USAID) and managed by J.E. Austin Associates Inc. The body works towards infusing competitive spirit among Pakistani small and medium sized enterprises.%%The SWOG wants to see Pakistan as a world-class hub for precious stone cutting and jewelry manufacturing activities. That’s why the group is emphasizing on enhancing the Gems and Jewellery sector in Pakistan which is still in its infancy. The Government of Pakistan has recently granted industry status to this sector.