DTC Kicks Off Global Roadshow for Non-Sightholders
September 11, 05Following widespread requests from many industry bodies and businesses, the Diamond Trading Company (DTC) has started its first ever global roadshow intended exclusively for non-Sightholders, with an event in Antwerp organized in conjunction with the World Federation of Diamond Bourses (WFDB).
The roadshow travels to other diamond centers over the coming months, including Tel Aviv on September 28, Mumbai on October 7 and Johannesburg on October 25.
The objective behind the roadshow is to meet demand from non-Sightholders for more information on the DTC’s strategy to grow consumer demand for diamond jewelry (Supplier of Choice) and to outline current DTC marketing and consumer confidence programs in which industry players have expressed interest and a desire to benefit further from these ideas and initiatives.
The event also provides an opportunity for non-Sightholders to ask questions directly of the relevant DTC experts.
Varda Shine, Sales Director at the DTC explains: “We have seen strong growth in the diamond jewelry market since we embarked on our strategy to grow consumer demand in conjunction with our Sightholders. However, we have always accepted that for diamond jewelry to compete successfully against other luxury goods over the long term, it must involve the entire industry. This is not something the DTC could achieve alone.
“We are embarking on this engagement program in response to these requests from interested industry players to find out more about what we are doing in their markets and to ensure that non-Sightholder diamond businesses gain the understanding that they want about the objectives of the DTC’s growth strategy. Given its importance as a global diamond center, Antwerp was selected as the venue for this inaugural event.”
She said the presentations are also designed to outline how non-Sightholders may be able to benefit from the wide range of activities De Beers runs to stimulate demand and maintain consumer confidence in diamonds.
Three presentations were made at the Antwerp event for non-Sightholders. These included fourth quarter Marketing Programs, given by Janet Sussens, the DTC’s regional marketing coordinator; Consumer Confidence, given by Andre Marais, senior project executive; and Supplier of Choice, given by Louise Prior, senior corporate communications executive.