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 Jewelry 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 participating in international fairs and exhibitions under the brand: GEMS & JEWELLERY PAKISTAN

The exhibitions scheduled for the Year 2010 - 2011 include:

	Pakistan International Gems and Jewellery Exhibition (August 05 - 08, 2010), Karachi, Pakistan
	Bangkok Gems and Jewellery Show (September 07 - 11, 2010), Bangkok, Thailand
	Jewellery and Watch Fair, Hong Kong (September 16 - 20, 2010), Hong Kong
	Dubai International Jewellery Week (October 07 - 10, 2010), Dubai, U.A.E
	Munich Mineral Show, Germany (October 29 - 31, 2010), Munich, Germany
	Tucson Show, USA (January / February 2011), Tucson, USA
	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. GJTMCs will facilitate skill development and up-gradation of technology, enabling the industry to move into more sophisticated production and diversifying their existing product base.

The Company will continue these efforts and undertake initiatives to develop ties with international and regional agencies and institutions. In addition, Pakistan Gems and Jewellery Development Company publish newsletters after every six months.