New Dimexon ads underscore nature of diamonds

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New Dimexon ads underscore nature of diamonds

July 21, 2008

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Mumbai, India—Jewelry manufacturer and Diamond Trading Co. (DTC) sightholder Dimexon Group announced the launch of their second global advertising campaign late last week.

The campaign, entitled "Elements" and shot in various locations throughout South Africa, focuses on nature, underscoring the point that diamonds come from the earth.

In each of the ads, models wear diamond jewelry while being framed by natural backdrops including snow, the beach, a waterfall and a forest.

Dimexon's head of marketing Sagar Joshi said the new campaign showcases the company, which is a DTC sightholder, Rio Tinto Select Diamantaire and manufacturer of high-end diamond jewelry, as an "end-to-end manufacturer."

"The campaign's international look perfectly compliments the Dimexon Group's status as one of the world's largest and most trusted diamond and jewelry manufacturers," Joshi said.

Dimexon includes Dimexon Diamonds, the sightholder arm; Kirtilals, a retail jewelry chain in India; and Dimexon Jewellery Hong Kong, which specializes in the manufacturing of high-end diamond jewelry.

The jewelry is distributed through offices in six countries spanning three continents and serves customers in Europe, the Middle East, Asia and the United States.

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