The Diamond Promotion Service (DPS) is routing its promtions through the online media to persuade consumer indulgence in diamonds. It has partnered with Forbes.com and Style.com for a unique online promotional programme focused on its collection � Past, Present and Future. Consumers who participate and win would be rewarded by Forbes.com with a three stone diamond necklace and a dinner for two or by Style.com with the three stone necklace and a trip for two to Paris.

A Diamond is Forever has partnered with Hearst, for �30 Days of Fashion�. The promotion will be marketd through a publication and a website. The publication will carry a high number of right-hand ring print ads as well as the Journey ads, and promote �30 diamond designs for 30 days of fashion�. A daily contest will also be held with jewellery pieces as giveaways. The 30daysoffashion.com website will include blogs, a photo gallery, a celebrity �stylemakers� Q&A section, daily giveaways, videos and webisodes, all of which will be available as of September 1.