Sparkling diamonds set off all of the glitz and glamour of the Middle Eastern fashion industry in the last episode of the reality fashion program Mission Fashion, sponsored by the Diamond Trading Company (DTC). The Rayana diamond jewellery, provided by Damas Beirut, added glamour to the original designs, allowing the models to turn heads and win the admiration of the show’s audience.
The diamond jewellery collection was worn by the models and presenter Rana Alamudin during the show. All eyes were drawn to the stunning diamonds which sparkled and shone at every turn. As all Arabic women know, wearing diamonds can be extremely empowering and these models certainly looked confident being the center of attention while displaying their Rayana diamond sets.
Jonathan Chippindale, Marketing Director, of the DTC Gulf Markets was interviewed during the final episode. When asked how the Rayana diamond sets design concept reflected the Arab women, he responded, “Consumers prefer sleek and elongated designs. As the focus is on the diamonds, the base metal is hardy visible. Rayana designs also manifest the beauty and health focus of the today’s Arab woman, who are more health and figure conscious than in the past.”
The waterfall design concept of Rayana embodies these slim lines while at the same time allowing the flexibility for individual designs.
“The ultimate symbol of luxury, the Rayana diamond collection is the perfect adornment for social occasions - weddings of friends and family, the birth of a child, anniversary parties and of course weddings,” Mr Chippindale added.
Mission Fashion’s DTC sponsorship is a reflection of the development of the diamond jewellery Gulf market in recent years. Traditional gold was the jewelry of choice but diamonds have has surpassed this by far.
Mr Chippindale explained that: “The diamond jewellery market in KSA has increased by 47% in the past four years. With an estimated US$2 billion retail value in 2006, the Gulf region is the fourth largest diamond market in the world.”
The Diamond Trading Company (DTC) is the diamond marketing arm of the De Beers Group of companies and 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”.
The Diamond Information Center (DIC), with offices worldwide, handles consumer public relations for all levels of the diamond industry-from mining to finished jewelry.
