DTC's Rayana Brand Launched in Middle East

"Rayana is a new inspiration for jewelry designers in the Middle East. The design concept from DTC reflects the growing trend among Arab women to want to be the center of attention and turn heads with their individuality," says Jonathan Chippindale, marketing director, DTC Gulf Market.

"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. On this most special day of her life, the bride has all eyes on her and should be adorned with only the most exquisite diamond jewelry that compliments her wedding day glow. Rayana makes its wearer the center of attention with its unique, sleek designs representing cascading waterfalls glittering with diamonds."

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 jewelry pieces. Therefore, Rayana sets contain more diamonds and less gold.

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

DTC encouraged designers in the region to develop their own products based on the rayana principles of emotional appreciation, eternity and abundance. The Rayana logo is engraved onto each piece in the collection to ensure authenticity.

"Wearing distinctive diamond jewelry is an elegant way for women to express their individuality and Rayana fills this need for uniqueness and attention," added Chippindale.