The Gem and Jewellery Export Promotion Council (GJEPC) and GJF are preparing to launch an all-India campaign, - the 'Indian Diamond Jewellery Promotion' campaign, that can stimulate sales of diamond jewellery at this time when markets are just about picking up. This is the very first initiative of its kind in India, and is being positioned for the 15 cities that account for 80 percent of India’s diamond jewellery sales; and during the peak jewellery purchase season.

In India, the peak purchase season for diamond jewellery arrives in the latter part of the year, packed with festive and wedding celebrations. The 'Indian Diamond Jewellery Promotion' campaign has been slated between September 19, 2009 upto February 14, 2010, five months that account for around 67 percent of the jewellery sales in India. The campaign is targeting 1.5 million affluent people in the country.

The campaign is being instrumented by Prasad Kapre- Ex-DTC India. The campaign will be undertaken with joint efforts from manufacturers and retailers and around 8o percent of the revenue generated through their participation will be spent in consumer media including print, TV and internet. Around 200 retailers and 40 manufacturers are expected to participate and according to the Council, the industry has shown enthusiastic response towards the campaign. Around 60 retailers and shown interest, while 20 manufacturers have submitted their conformation towards participation.