Advertising appeared in consumer magazines to articulate why diamonds matter in these troubled times. There were 128 full-page color insertions in the country's most influential national and local publications.

• Ads appeared in major national newspapers, including The New York Times, The Wall Street Journal and the Los Angeles Times.
   
• The message ran in highly-read magazines with broad reach, including Business Week, Time, The Economist, Forbes, Fortune, Newsweek and The New Yorker.
   
• A range of diamond jewelry was featured in the ads including Journey, Three Stone Jewelry and classics like diamond stud earrings.
   
• Running concurrently was a synergistic online campaign that included rich media, targeted e-mail advertising and search engine placements. Premium online partners like WallStreetJournal.com and BBC.com delivered more than 40 million impressions.