Diamonds have been selected as the "Jewelry of the Year" for the second consecutive year by the Japan Jewelry Association (JJA), which means that this well-established jewelry trade organization will continue to focus on diamonds in its promotional campaigns in 2010.



"The response to having diamonds as the Jewelry of the Year" has been encouraging this year so we will continue the effort and hope that we will achieve better results in 2010," said Seiichi Kato, IJA executivedirector.



For more effective marketing, the association is considering extending the term of the "Jewelry of the Year" from one year to two years, Mr Kato added.