DTC announces significant up scaling of Rayana program

The initiative is a major up scaling in the level of services that DTC is offering to our trade partners and retailers.

DTC's flagship program, Rayana will be supported through advertising, media spend, public relations and trade activities.

"This new and innovative program has been developed based on feedback from our clients - sightholders and their retail partners - in order to better meet their business needs," explained Jonathan Chippindale, Marketing Director, DTC Gulf Markets. "The needs of the industry are at the centre of our motivation for this program and as such we are offering incentives for working together."

Created specifically for the Middle East woman, this program has been successfully launched throughout the Gulf through extensive advertising and public relations campaigns. In addition to continuing and building upon these campaigns, DTC will enable eligible retailers to utilize television and print campaigns for their own advertising requirements.

In addition, DTC will offer comprehensive training programs in media planning, improving diamond knowledge, sales techniques and marketing skills to allow retailers to maximize their Rayana program sales.

Rayana sets comprise a ring, a necklace, a bracelet and a pair of earrings as well as a pair of cufflinks for men.

"Diamond jewellery sets are particularly important to the region," added Chippindale. "In addition to being unique to the Arab world, sets represent a 55% value share of all diamond jewellery sales and, at an average price of $6000 per Diamond Jewellery set, signify an important growth area for the Gulf market."

DTC will offer access to in depth research findings in order to help its partners to drive business to their stores. Services will be also offered in creating and sustaining in store promotions to allow stores to improve their retail environments. Inclusion in PR activities, including editorial and major events, is also an important aspect of the Rayana program services.

The concept of Rayana is based on extensive consumer and design trend research that says Arab women want to emphasize the abundance of diamonds in their jewellery pieces.

The design concept also reflects the growing trend among Arab women to want to be the centre of attention and turn heads with their individuality.

'The Middle East woman wants to be admired when she attends social events, such as the weddings of friends and family, the birth of a child, anniversary parties and of course, at her own wedding. Rayana makes its wearer the centre of attention with its unique, sleek designs representing cascading waterfalls glittering with diamonds," concluded Chippindale.

The wide variety of designs in the Rayana collection ensures that each set is unique. DTC encouraged designers in the region to develop their own products based on the Rayana principles of emotional appreciation, eternity and abundance.

As so many different designers have been involved in creating the Rayana collection, there is an exciting diversity of jewellery pieces in the collection. The Rayana logo is engraved onto each piece in the collection to ensure authenticity.