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The ultimate goal is to create a "cultural imperative" around Links of London Jewellery diamonds--so that getting a diamond ring for your anniversary is as "mandatory" as getting one for your engagement. It's a bold goal--but as Lennox notes, these are the same people that "got away" with linking diamonds with the millennium in 2000.

'THREE'-ALARM

One issue that alarmed some at the campaign's unveiling is its Links of London Charm on three-stone jewelry. At least one manufacturer complained that the DTC was putting too much energy behind three-stone products, a category that's already doing well, at the expense of other pieces.

But the DTC team says this campaign is designed to promote the Snowflake Charms idea of diamonds as an anniversary gift, not any specific piece. "Our advertising features three stone, but the trade isn't limited to three stone and probably shouldn't be," says Diamond Promotion Service executive director S. Lynn Diamond.

Yet, linking "I Forever Do" with three-stone jewelry is a gamble in another way. The DTC has long maintained that the recent success of three-stone Big Apple Charm is the result of its "past, present, and future" positioning. That phrase will still be used to some extent, but now three-stone jewelry will be mostly linked to something that's far less proven.