In a bid to offer superior diamond jewellery, build customer confidence and familiarize them with these precious stones, Rosy Blue today announced its success in becoming a Business Initiative (BI) partner within the DTC’s (Diamond Trading Company) business support program for Sightholders. Rosy Blue also revealed a retail partnership with Pure Gold Jewellers.
The joint event also marked the launch of Omri, Rosy Blue’s flagship brand in the GCC region.
As per the agreement, Rosy Blue’s Omri will be an official BI, supported by the DTC. Pure Gold will have the exclusive retail rights to the newly launched collection in the UAE.
Meaning ‘my life’ in Arabic, Omri symbolizes the progression in love and the journey a couple makes together in their lifetime. The collection, arranged gradually from the smallest to largest diamonds in a progressive order, depicts a pattern representative of the bond that grows and intensifies during a couple’s unique journey through life together.
Holding a BI through the Diamond Trading Company, the sales and marketing arm of the De Beers Group, will allow Rosy Blue to work closely with the DTC, joining forces to create exciting diamond brands.
“Maintaining and boosting consumer confidence in diamonds is central to the industry’s long-term sustainability. Today, consumers are better informed and discerning about the products they buy making this a much greater challenge. This is one of the key issues DTC addresses in various markets. We are delighted to support Omri, through the BI program, and help the company reach its objectives in the Gulf region,” said Anan Fakhreddin, Diamond Promotion Services Director at DTC.
Rosy Blue will be able to build local marketing capabilities by sharing the benefits of the DTC’s long heritage and deep and ever increasing knowledge in marketing diamonds.
“Omri stands for a bond which comprises love, strength and hope and reflects life’s priceless moments that celebrate the future and the good times to come. We are confident that the exquisite collection will be a success, with its contemporary yet timeless design made for significant relationships and life events – these pieces create lasting memories and family heirlooms,” said Firoz Merchant, Chairman, Pure Gold Jewellers LLC.
“Omri is Rosy Blue’s signature line and it represents our rapid growth in the region. Our aim is to familiarize our customers, increase their confidence, awareness and offer them better clarity when it comes to buying diamond jewellery. By partnering with DTC, we are able to achieve these objectives. We are confident that Omri, with our retail partner Pure Gold’s support, will appeal to women of all age groups and nationalities,” said Harshad Mehta, Chairman, Rosy Blue FZE.
As a market leader for the past two decades, Pure Gold has led the ISO movement in the jewellery trade. They were the first jewellery retailers in the Middle East to gain ISO certification. Pure Gold is the proud recipient of the prestigious ‘Star Performer’ and the “Dubai Service Excellence Scheme” awards for outstanding levels of customer satisfaction.
One of the key business development services of the DTC’s BI program is a post BI Workshop in which Rosy Blue can explore topics of it’s choice aimed at increasing their impact in the marketplace and drive profitable growth for Omri in the Gulf.
