India’s diamond industry is ramping up its marketing campaigns before the Diwali holiday by appealing to young, independent female consumers.

Forevermark, De Beers’ diamond jewelry brand, has launched “The Better Half Within” a range of digital, social-media, radio and in-store ads that show the “poised, powerful and self-determined personality of the woman of today,” the company explained. The campaign focuses on the new age of Indian women who are financially independent, employed and self-purchasing, drawing a connection between their achievements and a half-carat diamond.

Most women these days are breaking clichés by buying diamonds for themselves,” Forevermark India president Sachin Jain said.

A similar campaign Platinum Guild International (PGI) has released also appeals to the millennial woman. Its “Daughters of Today” ads will feature on social-media outlets, including YouTube, Facebook and Instagram, and highlight a new, secure and more confident woman who redefines the traditional female role.

The Gem & Jewellery Export Promotion Council (GJEPC) also includes women and young girls in its campaign, yet its main goal differs. Its “One Single Family” campaign aims to highlight the industry’s human side in an effort to reestablish confidence after what it calls “recent fallout.

The industry contributes 7% of the nation’s GDP and generates over 5 million jobs, according to the GJEPC.