DTC to Spend $2.5 Million on Gulf Bridal Jewelry Drive

A TV and print advertising campaign to the tune of $2.5 million will be at the forefront of a new DTC drive to promote bridal jewelry in the Persian Gulf.

Senior DTC officials unveiled the project recently to local jewelry industry reps in Jeddah and Riyadh, Saudi Arabia.

“The Bridal program is a new inspiration for jewelers across the Gulf to design diamond jewelry sets that are as rare and unique as the bride herself,” said Anan Fakhreddin, Diamond Promotion Service (DPS) Director of the DTC, the sales and marketing arm of the De Beers Group.

Diamond jewelry set sales in the region surpass all other diamond jewelry sales in the Middle East, and account for more than half of all diamond jewelry sales.

Bridal set sales in the region total $197 million.