Diamond Trading Company director Varda Shina unveiled the company's newest campaign for its Forevermark brand at the first session of the 35th World Diamond Congress currently taking place in Mumbai, India.



The marketing campaign has not yet been officially launched and De Beers is still finalizing the final versions of the advertisements.



The campaign will promote jewelry mounted with a large central polished diamond, surrounded by smaller diamonds. The slogan that will accompany the campaign is "Center of the Universe". The emotional messaging will be: The woman is the center of the universe and she carries with her the lives of all of her family members; she cares for her partnership, for her children, for her home, etc.



Shine said that studies show that a simple and direct emotional message is what is needed to lead consumers to make additional purchases at diamond jewelry stores.