Rayana diamond collection flaunts the radiance of the Middle East woman

Dubai, United Arab Emirates, 14th August 2006: Diamond Trading Company (DTC), the world's leading supplier of natural diamonds, today announced Rayana, a brand new concept in opulent diamond jewellery design created specifically for the Middle East woman.

"Rayana is a new inspiration for jewellery designers in the Middle East. The design concept from DTC reflects the growing trend among Arab women to want to be the centre 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 jewellery that compliments her wedding day glow. Rayana makes its wearer the centre 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 jewellery 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.

The wide variety of designs in the Rayana collection ensures that each set is unique. DTC encouraged designers in the region to develop their own products based on the Rayana principles of emotional appreciation, eternity and abundance.

"Wearing distinctive diamond jewellery is an elegant way for women to express their individuality and Rayana fills this need for uniqueness and attention," added Chippindale. "Embodying abundance and timelessness, the opulence and beauty of Rayana will turn heads with admiration and allow women to express their individuality."

As so many different designers have been involved in creating the Rayana collection, there is an exciting diversity of jewellery pieces in the collection. The Rayana logo is engraved onto each piece in the collection to ensure authenticity.

-Ends-

About The Diamond Trading Company
The Diamond Trading Company (DTC) is the diamond marketing arm of the De Beers Group of companies and, as such, supplies approximately 60% of rough gem diamonds to the world's leading diamantaries. In 2005, De Beers experienced an increase of 6 to 7 per cent in diamond sales and an overall increase in earnings of 26 per cent. The DTC is better known to the public for its famous slogan "A Diamond is Forever".

About The Diamond Information Center
The Diamond Information Center (DIC), with offices worldwide, handles consumer public relations for all levels of the diamond industry-from mining to finished jewelry.

For more information, please contact
Rania El Rafie
JWT PR
J Walter Thompson
Mobile : 0097150 7575715
Email : rania.elrafie@jwt.com

© Press Release 2006