Kwiat will launch a new advertising campaign called “Casual Elegance,” which reflects the emerging consumer purchasing trend toward wearing diamond jewelry in everyday life.

The campaign, slated to begin this fall, will feature lifestyle imagery with an emphasis on the Diamond Trading Company’s “right-hand ring” marketing initiative. Print advertising will run in InStyle, W, Harper’s Bazaar, Elle, Town & Country, Departures, and Elite Traveler magazines, among others. Kwiat also is developing local radio advertising to complement the national print campaign.