DTC Announces Launch of Arab Gulf Collection
July 02, 07
De Beers’ marketing arm, the Diamond Trading Company (DTC), has announced the launch of a diamond jewelry collection in the Arab Gulf, the Amante, featuring jewelry “inspired by the challenge of love.”
The collection is comprised of three diamond jewelry pieces – three-stone, two-tone and solitaire rings, pendants and earrings.
The press release cited figures compiled by the KSA Saudi Bureau of Statistics saying that there are around 143,000 couples that are between two and six years down the line of marriage.
However, according to DTC research, only 11 percent of these couples acquired diamond gifts in 2006, suggesting, an untapped niche that the Amante collection is targeting.
De Beers has several regional diamond jewelry promotion efforts, aimed at driving sales. The company usually enlists local Sightholders to participate jointly in these marketing efforts.