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.

Read more about the Journey Diamond Jewelry design at IDEX Online.