The Kingdom of Saudi Arabia’s foremost jewellers gathered this week to witness the reveal of Bridal, a brand new program for diamond jewellery sets, announced by the Diamond Trading Company (DTC), the world's leading supplier of natural diamonds.
Retail trade members packed the Leylaty Hall in Jeddah, and the Sheraton Hotel in Riyadh, Kingdom of Saudi Arabia, to learn about the new program first hand from senior DTC representatives.
“The Bridal program is a new inspiration for jewellers across the Gulf to design diamond jewellery sets that are as rare and unique as the bride herself,” said Anan Fakhreddin, Diamond Promotion Service (DPS) Director of the Diamond Trading Company, the sales and marketing arm of the De Beers Group.
“The groom and his family want to show the bride that she is really wanted and cherished by offering her something precious and only a diamond jewellery set can express that she is his rarest and most precious treasure.”
Using the tagline ‘You’re the one for life’, the Bridal campaign captures the moment when a man sees something rare and unique in a woman and realizes that she is the right one for him for life.
“A diamond set expresses a groom’s recognition that his bride is the perfect and only partner for life because each diamond is as unique as the bride herself. Many men find it hard to articulate their true feelings and a Bridal set enables the man to express what words cannot to his future wife,” added Mr Fakhreddin.
DTC’s Bridal program will be supported by a full media campaign to the value of $2.5 million, which includes a new television commercial and print advertising. At the event, representatives from jewellery industry were educated about the bridal season and how they would benefit from this new program.
The diamond jewellery set market in the region is the largest in the world, with bridal sets alone representing $US197 million of diamond jewellery sales. In fact, diamond jewellery sets outstrip all other diamond jewellery sales in the Middle East, accounting for more than half of all diamond jewellery sales.
About The Diamond Trading Company
The Diamond Trading Company (DTC) is the diamond marketing arm of the De Beers Group of companies and, as such, supplies approximately 60% of rough gem diamonds to the world’s leading diamantaries. The DTC is better known to the public for its famous slogan “A Diamond is Forever”.
