DTC to Saudis: Express your Love, Win Bridal Diamond Set

There are many roads to a person’s heart and pocket. In recent years, many companies found that the two are mot mutually exclusive and aim their marketing efforts to combine them into an alluring commercial proposition. Enter the DTC.

The Diamond Trading Company (DTC), the marketing arm of De Beers and the Saudi radio station MBC FM launched a poetry competition on Tuesday to give aspiring poets the chance to win a Bridal diamond set and other diamond prizes worth 100,000 SAR ($26,664) while also helping them to express their love.

The competition, which is aimed at men, invites budding writers to compose a poem about why they fell in love with their beloved's charms. The poem has to open with the line “I saw in her.”

“Males in the Kingdom of Saudi Arabia can find it difficult to express their feelings towards their wife, particularly in the early stages of their relationship, around the wedding period,” Anan Fakhreddin of the Diamond Promotion Service (DPS) told reporters.

“Poetry, the most accepted and prevalent form of expression for an Arab, enables a man to beautifully and honestly express his feelings towards his wife,” Fakhreddin added.

The ten best poems will be judged at a gala event on June 14 by renowned Arab poets. In addition to the top Bridal prize, two runner-up prizes of diamond rings will also be awarded.

Using the slogan ‘You’re the one for life,’ the Bridal campaign aims to inspire jewelers to design diamond jewelry sets that are, according to Fakhreddin, “as rare and unique as the bride herself.”