The branding strategy will strive to upgrade the marketing and branding efforts of industry for the domestic as well as international market. In order to enter the international market, Pakistan needs to establish itself as a source of high value gemstones and quality finished jewelry. This requires a distinct voice and a strong national campaign. The strategy called for a national branding initiative under the umbrella of Gems and Jewelry Pakistan. The brand was launched at the Gem and Jewelry Fair held in Bangkok on September 14 to September 19, 2005. This was the first time that Pakistan exhibited as a well organized integrated group with a branded presentation.

Consistent participation in international trade shows has been highlighted as an important requirement for sustaining visibility of Pakistan in the international market.

Increased marketing efforts will lead to development of new market segments leading to an increase in domestic sales as well as export earnings. The potential for Pakistan to penetrate the international market with improved branding and marketing efforts is tremendous.

Continuous re-enforcement of Gems and Jewellery Pakistan as a brand will transform the position of Pakistan in the international market. Even domestically, consumer perceptions will change as fashion becomes the new driver of demand. Opportunities will emerge for specialized designer manufacturing outlets, giving entrepreneurial impetus to the growing number of ambitious graduates, independent artists, which will emerge from newly implemented training programs. New retail opportunities will create additional employment and promote the development of innovation in design and services.

Pakistan has been participated in international Gems & Jewellery exhibitions under the brand: GEMS & JEWELLERY PAKISTAN as follows:

	Bangkok Gems and Jewellery Fair, Thailand (2007, 2008, 2009, 2010)
	Hong Kong Gems and Jewellery Fair (2009, 2010)
	Dubai International Jewellery Week, U.A.E (2007, 2008, 2009, 2010)
	Mineral Show Munich, Germany (2009, 2010)
	Tucson Show Tucson, USA (2008, 2010, 2011)
	Gem Bazaars in Peshawar, Quetta, Lahore, Gilgit and Islamabad

In addition to the international branding focus is also been laid for the domestic marketing. The local market, manufacturers and retailers will be facilitated in finding new consumer segments, diversifying their product base and capitalizing on higher margin market opportunities. This will be implemented by upgrading design and manufacturing capabilities of the industry. Local institutions will be assisted in curriculum development.

The Company contains these efforts and undertakes initiatives to develop ties with international and regional agencies and institutions. In addition, Pakistan Gems and Jewellery Development Company publish newsletters regularly.