"The lunar inspired, women's range hit the region's market in time for the start of Ramadan and, in just 30 days, managed to achieve some of the most impressive sales across all our ranges during this period."
So says Anan Fakhreddin, Diamond Promotion Service (DPS) Director of the De Beers Group Marketing, the largest producer of cut diamonds in the world.
"Diamonds continue to sell exponentially in the Middle East region, and the success of the Astri range, aimed at a younger, trendier market, has reinforced the extraordinary appeal of diamonds.
"The earring, ring, bracelet and pendant mix and match set depict lunar images that hold great symbolic value in this region and were available all across KSA before selling out during Ramadan.
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Diamond collection achieves $24m sales in 30 days
- United Arab Emirates: Tuesday, November 20 - 2007 at 16:06
- PRESS RELEASE
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When De Beers Group Marketing, the largest producer of cut diamonds in the world, launched their latest fashion jewellery range, called Astri, they sold 17 000 pieces reaching sales worth $24m.
Astri collection.
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Posted by Lara Lynn Golden, News EditorTuesday, November 20 - 2007 at 16:06 UAE local time (GMT+4)
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About De Beers Group Marketing
The Diamond Trading Company (DTC), part of the De Beers Group, reorganised during the summer of 2007. The reorganisation means that the former DTC marketing department is now a separately managed independent division called De Beers Group Marketing. All other activities previously conducted by the DTC continue to be conducted by the DTC.
De Beers Group Marketing will focus on three core activities:
- the development and marketing of "big ideas" like Trilogy and Journey which have proved so successful at driving demand
- the continuing exploration and development of the FOREVERMARK programme
- maintaining consumer confidence in diamonds
For more information, please contact
Emilie Loivet
Buchanan Middle East
A WPP Company
T +971 4 369 8565
The Diamond Trading Company (DTC), part of the De Beers Group, reorganised during the summer of 2007. The reorganisation means that the former DTC marketing department is now a separately managed independent division called De Beers Group Marketing. All other activities previously conducted by the DTC continue to be conducted by the DTC.
De Beers Group Marketing will focus on three core activities:
- the development and marketing of "big ideas" like Trilogy and Journey which have proved so successful at driving demand
- the continuing exploration and development of the FOREVERMARK programme
- maintaining consumer confidence in diamonds
For more information, please contact
Emilie Loivet
Buchanan Middle East
A WPP Company
T +971 4 369 8565
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