Swana Diamonds is expanding its reach in China, with the strategy to have a presence across 20 new stores in the Jiangsu region by end-2010. “Swana, our patented 89-facet cut diamond acclaimed as the world’s first diamond ‘with a star inside’, is the perfect jewel for Jiangsu – a wealthy coastal area with a population of 74 million. It not only sparkles, it impresses”, said Ohad Hecht, Brand Manager of Swana. So far, Swana Diamonds have being sold in Sichuan, Zhejiang, Fujian, Guangdong, and Hebei.

“In China, diamonds are certainly a girl’s best friend,” remarked Hecht. “The demand for diamond jewellery is on the rise in the mainland. Surveys show a 20 percent increase in diamond sales during the last year alone, turning China into the world’s second largest diamond market.” Swana has earmarked penetration of the Chinese market an important goal for 2010 and will join hands with its local partners to be present in cities of Suzhou, Nanjing, Wuxi, and Xuzhou. It plans to market its products via 30 additional outlets located throughout China by the end of this calendar year.

Swana Diamonds, a creation from Dalumi, is the world’s first diamonds created through a unique process of cutting and polishing a brilliant round cut diamond to produce a crown and pavilion with 89 facets forming a large eight-pointed star.