DTC launches the Amante collection

Revitalizing and reigniting the love in marriage is an essential factor to express meanings of deep love which could be conveyed through diamonds. According to the data compiled by the KSA Saudi Bureau of Statistics in late 2006, there are around 143,000 couples that are between 2 to 6 years down the line of marriage.

Yet amazingly, according to research commission by the DTC (Diamond Trading Company), only 11% have acquired diamond gifts in 2006, despite diamonds being the gift of choice for women around the world.

The immense significance of gifts and regenerating relationships after marriage was revealed after interviewing several married Saudi woman and men that are in the early to middle stages of marriage.

Utilising these results, the DTC has created the Amante collection. This collection has been inspired by the challenge of love. It comprises three diamond jewellery pieces - three-stone, two-tone and solitaire rings, pendants and earrings - each with its own symbolic meaning of love.

The Amante collection, in Italian defines love, aims to reunite married couples through the gifting of these valuable diamond symbols of love and appreciation. Diamonds have always symbolized eternal love, profound emotions, uniqueness and the utmost superior value. Diamonds are what all woman love to hold on to, just as like marriage is what all couples want to hold on to.

"Amante expresses a man's recognition that his wife is the perfect and only partner throughout their lives because each diamond represents a timeline of yesterday, today and forever. Many men find it hard to articulate their true feelings in words. Amante enables a man to express what words cannot say to his wife. It gives the opportunity for a man to make his wife feel that she is still wanted and cherished. It allows him to prove his love and commitment beyond the traditional means since love and understanding is an essence for marriage in the Gulf region," said Anan Fakhreddin, Diamond Promotion Service (DPS) Director of the Diamond Trading Company, the sales and marketing arm of the De Beers Group.

Fatima, aged 27 and four years through her marriage, commented: "My husband and I were going through a difficult period in our marriage; we were going through bumps every now and then. I got to the point where I felt like a balloon; all I needed was a tiny pin to make me explode! It wasn't until my husband surprised me with a stunning pair of diamond earring on our fourth wedding anniversary, when my clock just stopped! It was like hitting me with a hammer on my head; I was emotionally inspired and I knew it was an opportunity for a new start."

With the introduction of the Amante program, DTC is outlining the impact of motivating couples in relationships, giving them a reason to express, appreciate and fight for love. A diamond is forever... so is love.

Esteemed for their exquisite beauty and the timeless quality of love and devotion they represent, diamonds have fascinated Arab women throughout the centuries. The most precious and enduring of all jewels, diamonds were formed billions of years ago, deep within the earth. Only a small number survive the journey to the earth's surface; fewer still are of a quality that can be made into precious jewellery.

The dynamism and power associated with Amante is directly linked to the everlasting passion even after years of marriage. A diamond gift can reignite the fire in married lives and enhance to their married life together.

Universally accepted as the symbol of love, passion and commitment, diamonds capture the full range of the ceremonial, symbolic and communal aspects of marriage, and preserve these many levels of significance as a durable and constant reminder.