I was headhunted in 2006 for the position of Managing Director, Value Added Services, a division to be newly created by the DTC. I was requested by the Executive Search firm to prepare a strategy for the new division. A part of my strategy was to create DTC-owned diamond testing labs in order to create and substantiate Forever Mark Certification of De Beers’ diamonds which while creating additional income for the DTC, would increase consumer confidence. I strongly believe this is a step necessary to validate the Forevermarked stones.

DTC "Forever" et al and an average peron like me take on it..DTC is "Forever" evolving and over the past ten years it has changed at a pace faster than the industry itself. Strategically moving away from Arygle..(smaller diamonds, champagne diamonds and as some allege it is because of the continuous drubbing the English have taken from the Australians in the "Ashes" cricket series!!)The Australians were astute enough to realize that in the long term plans of DTC there were well expendable. They refused to toe the line be cow towed in accepting lower prices and forged an alliance with the Indian Diamond Industry that benefited both. The model developed, supported and benefited both partners. DTC introduced and promoted the three stone "Past, Present and Future" which breathed some life in our moribund trade..we all rode it.. They then initiated the "SOC" and we all know how that has panned out... and simultaneously introduced the "RHR" concept which again made an attempt to create and revive interest in the consumer mind and again changing to the realities of a world in flux.. moving their headquarters from London to Botswana..(sight allocations) and making their foray into retail. They also gave the industry the Journey Concept which we promptly commoditized it.. Once again DTC transformed and again initiated change... which would have been considered heresy a few years ago.. cutting advertising and funding in the US.. DTC is "Forever Changing" and now they have learnt from all these exercises and know that where it counts "Forever" is in the mind of the consumer…maybe we in trade might have an answer why they need to keep raising prices. We need to appreciate what the DTC has given the trade for so many years.. and so ‘thank you” and understand it is strictly business. The more important lesson is we need to borrow from them is to change, evolve and continue to make our products and services relevant with the consumer. The trade should work on setting up a corpus for picking up where the DTC will pull out.. Keep the message of Diamonds… FOREVER in the minds of all US Consumers.