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."

Read more about the Kya diamond jewelry concept at JCK.