DTC to Support Some Sightholder Downstream Efforts

The Diamond Trading Company (DTC) has announced that it will support Sightholders’ marketing activity with their retailers in the fourth quarter of the year. The DTC said it is doing so in response to requests by Sightholders and is informing qualifying Sightholders about it this week.

Saying that it recognizes the importance of fourth quarter retail sales of diamond jewelry and, the DTC has offered a number of its Sightholders “an opportunity to take advantage of a special allocation of DTC co-op marketing funds.”

Sightholders will need to fulfill “a set of objective marketing, goods and BPP focused criteria,” in order to be entitled to the support, according to DTC Spokesperson Louise Prior.

According to Prior, “This is not part of the wider De Beers generic marketing program but is a demonstration of the DTC's ability to listen and respond to our Sightholders and work closely with them as leaders of the diamond industry.”

The fourth quarter, specifically the Holiday Season in November and December, is the most important retail period for the diamond industry. In the U.S., diamond jewelry sales account for 40 percent of annual revenues.

DTC’s financial contributions will help support marketing initiatives with the Sightholders’ chosen downstream partners to grow consumer demand for diamond jewelry during this period, Prior added.

Finally, the initiative is “part of our Sightholder services portfolio and was made available to all Sightholders who were able to drive incremental sales with their downstream partners, wherever they operate.”