The “Journey” effort is a campaign in a decidedly unorthodox sense. We were not only responsible for the advertising and pr that launched the idea, more importantly (and uniquely) we invented a whole new category of diamond jewelry, Journey. We conceived the idea, created the designs, named the category, and brought the product to market with advertising and marketing.

The “campaign” was launched first with the notion that there was room in the world of diamonds for a product that celebrated a couple’s journey in life together. Heretofore, there was no way to celebrate that life stage. Second, we launched the idea with jewelry designers: the brief was to make products that contained 4 or more diamonds, graduating in size from smallest to largest. Next, we launched with Hollywood and celebrities, introducing them to the concept. Finally, we launched with print and a tv spot featuring two dandelion seeds blowing in the wind, metaphors for the ups and downs we travel in life together.