The Diamond Trading Company, the sales and marketing arm of the De Beers Group, launched, Kya, the name given to a new concept for a collection of diamond jewelry which the DTC says captures the independent spirit of South African women. 

“Our task was to create a South African diamond brand that would give a compelling reason to buy diamonds and create huge desire and preference for diamond jewelry amongst the domestic consumer target segment,” said Thoko Modisakeng, DTC marketing manager. “The brand is meant to provide value to all the stakeholders in the value chain and bring diamonds into the news.” 

This diamond jewelry concept celebrates the success and independence of South African women today, according to the DTC. The center diamond represents the power and individuality of women, while the smaller diamonds radiate the beauty, the mystique, the diversity and the brilliance of a diamond in the same way that South African women radiate eternal and everlasting strength.

The jewelry line is based on the philosophy of wearability, good design, and affordability, according to the DTC.

Kya is available through four DTC Sightholders: Geffens Diamond Cutting Works, Livingstones Jewellery, KGK Star Rough and Rosy Blue Manufacturing. 

For more information on Kya diamond jewelry, visit www.kyajewellery.com.

JCK