Forget ogling the most beautiful gowns at this year's Oscars. Some lucky actress will hit the red carpet wearing shoes adorned with Rita Hayworth's jewelry.

Where there's an awards event, there are celebrities, and where there are celebrities, there are diamonds. The 12th annual Screen Actors Guild Awards (SAG) gave Hollywood's finest another chance to strut their stuff and sparkle down the red carpet.

For the first time in five years, the Diamond Trading Company will launch on Wednesday a national Valentine's Day marketing campaign. The integrated effort, via JWT, New York, includes print, radio, online and street teams.

It was all glitz and glamour at the 63rd annual Golden Globes. Drop earrings, big diamond earrings, and big diamond watches all glittered in the California sun as the celebrities showed off their borrowed fashion statements on the red carpet.

Love is a journey that grows larger (as in larger diamonds) over time, —that's the new message that The Diamond Trading Co. (DTC) will push to consumers beginning next fall.