De Beers spends millions in advertising and marketing to U.S. consumers for the benefit of retail jewelers who sell diamonds. It's the job of the Diamond Promotion Service, De Beers' New York City marketing arm at J. Walter Thompson, to help retailers tie in their own promotions with the highly recognized advertising attracting consumers' attention.

Prices and ordering information for DPS sales tools can be found on the DPS Web site. These programs help manufacturers further brand themselves in the online consumer marketplace, expose them to a large audience and will feature the world's largest collection of branded diamond jewelry designs on the Internet, with nearly 1,200 designs from about 30 manufacturers.

The Diamond Promotion Service and J. Walter Thompson are committed to making this Design Gallery the most elegant and technologically advanced diamond jewelry experience on the Web. The De Beers Group began generic diamond advertising campaigns in 1939. Its activities in this area have been successful in increasing diamond sales. This year De Beers will spend about $180 million promoting diamond jewelry in 18 languages, in 16 countries around the world.