DTC keeps diamond industry sparkling

Diamonds are one of nature's most precious creations. DTC has creatively and powerfully reinforced public perception about diamonds being one of the world's most luxurious products and the ultimate symbol of love.

The company responsible for this campaign is the Diamond Trading Company (DTC), the sales and marketing arm of the De Beers Group, and the world's largest source of rough (unpolished) diamonds.

In the industry, DTC is highly regarded as one of the experts in the business of marketing diamonds as well as in uplifting quality standards for diamond trading and production. About half of the world's diamonds come from the DTC, sourced from De Beers' own mines and its producer partner operations around the world. The DTC then evaluates and separates the diamond before selling it to its trail agents.

Being part of the De Beers Group, which was formed in 1888, there is no other company which has a longer diamond heritage and tradition than the DTC. Its branding campaign is one of its more enduring contributions towards promoting the growth and dynamism of the diamond industry.

In a nutshell, DTC works to inspire and excite the world about diamonds and diamond jewellery. It has consistently supported the diamond industry all over the world in marketing and advertising activities. Part of its investment in the diamond industry involves working very closely with retailers to improve their knowledge of and expertise in diamonds.

<"We are passionate about diamonds and everything to do with them. We sort, value and sell diamonds and invest significantly in marketing the industry around the world,"

said Jonathan Chippindale, Gulf Marketing Director, DTC. "Rough diamonds arrive at our offices from all over the world. These precious stones are then sorted into 16,000 different categories based on cut, colour, clarity and carat by highly skilled technicians. Every stone is unique so this process takes a great deal of time and expertise to make sure that each diamond is correctly graded."

This process provides consistency of quality and supply to our clients who are known as DTC sightholders. The stones are then cut and polished by DTC's clients and their partners at key centres around the world, eventually ending up as beautiful diamond jewellery in retails across the globe.

Having already established the prestige and luxury associated with diamonds, DTC works particularly hard to sustain the interest of its clients by coming up with new and exciting marketing concepts. "We also help to develop these and concepts alongside our sightholders and some of the world's leading luxury brand retailers," explained Chippindale.

He continued, "We take part in shows and jewellery exhibitions. We work in different countries around the world to create desire for diamond jewellery, and we sponsor an annual design competition that has produced some amazing jewellery pieces," he added.

Another primary focus for DTC is to uphold the integrity of diamonds throughout the industry. Together with its business partners, DTC is at the forefront of developing significant initiatives to encourage companies at all levels of the diamond industry to operate with the highest standards of professional and ethical practice.

"This means that when consumers buy a diamond that has come from DTC, they can be assured that it is genuine, natural, and authentic and that it has been sourced, produced and supplied responsibly to the highest professional and ethical standards," ended Chippindale.