DTC Non-Sightholders Roadshow Arrives in Israel

The DTC global roadshow for industry bodies and non-Sightholder arrived in Israel yesterday (Wednesday). The marketing arm of De Beers is traveling through the marketing centers, describing its plans for the fourth quarter and the important holiday season.

The tour started in Antwerp last week and its next stop will be in Mumbai, followed by Johannesburg on 24 October.

During the presentation to members of the Israel Diamond Exchange (IDE), the Diamond Trading Company team spoke about consumer confidence issues, described its perception of recent trends in the diamond markets and its strategy of growing consumer demand for diamond jewelry – a component of Supplier of Choice. 

The roadshow also outlined DTC marketing programs for the season, focusing on the U.S. Christmas campaigns.

Louise Prior, Communications Executive who was part of the DTC roadshow team said the presentations are also “designed to outline how non-Sightholders may be able to benefit from the wide range of activities we are running”.

Out of the $180 million the DTC is spending on marketing this year, about a quarter goes into the Christmas marketing efforts, commonly referred to as Operation Rudolph.