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.

"We are supporting Valentine's Day for the first time in five years to align with trade programs in the first quarter," said JWT representative Erin Johnson. "After learning that 70% of diamond right-hand rings are purchased as gifts, we decided to position them as gifts of love for the first time, to build awareness for them with men. Of course, many women will continue buying them for themselves. The product appeals to a huge range of consumers, from unconventional single women to traditional married women and everyone in between."

Read more about DTC's campaign supporting the right hand diamond ring on Valentine's Day at http://www.brandweek.com.