The Diamond Trading Company (DTC), the sales and marketing arm of the De Beers Group - the world's largest diamond mining company, has showcased three diamond programmes within the Middle East portfolio in the UAE Tuesday. The showcase coincided with an event organised by the company to bring together retailers and consumers in their ongoing efforts to increase awareness about diamonds.
Jonathan Chippindale, Marketing Director of The Diamond Trading Company Gulf region, formally opened the jewellery fashion show in the presence of their key retailers from around the Middle East. The three diamond programmes have been running in the Middle East for the past three years.
Describing the programmes, Chippindale said that the first, Princess Diamonds are aimed at teenagers and women in their early twenties, of which he said that, "It is never too early to develop great taste or appreciate life's finer things, and it is never too early to wear a diamond."
The Diamond Celebration programme assembles a bride’s essential Diamond set which can be worn throughout her life to brighten the darkest evening. These include matched jewellery adorned with diamonds designed to be part of their dowry and are dedicate to all women who understand a diamonds regal qualities which ensures that they will shine no matter the dazzling occasion. "Diamonds are charged with emotional values and are a declaration of love from the groom or a gift from either set of parents, the bridal sets are exactly what they are meant to be - a bride's best friend," he explained, adding that the sets ranged from essential to extravagant in their presentation. “Diamonds never go out of fashion, and every bride should wear with pride her diamonds at every wedding she attends – they always bring more sparkle to what is a magical day”.
Commenting on the significance of the DTC's strong presence and activities in the Middle East, Chippindale said that the Gulf has swiftly risen to become the third largest diamond trading market in the world, with room for rapid growth. "We are witnessing an amazing upward trend in the diamond industry and its increasing share in the luxury product market. Dubai plays a pivotal role in unlocking diamond potential in the Gulf and through joint initiatives with our partners within this region; we aim to support the industry here to grow its share.
“No other gem expresses human emotion more powerfully than a diamond. Rare, precious and indestructible, these essential qualities have made diamonds the perfect symbols of love and romance. Every diamond is immensely old, formed billions of years ago, long before dinosaurs roamed the earth. Each is a result of an amazing natural journey which has turned an ancient element into the world’s most sough-after jewel. Nothing says it better than a diamond – nature’s unique gift.”
