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Our Mission

Vision & Strategy

Our mission is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewellery products at affordable prices.

We continually develop our jewellery portfolio in keeping with our core values of affordable luxury, contemporary design and personal storytelling.

And our vision is to become the world’s most recognised jewellery brand.

Focus on DIANA branded sales channels

We intend to increase the number of DIANA branded points of sale to derive a higher proportion of our revenues from branded sales channels. DIANA branded sales channels allow us to strengthen the perception of our brand in the retail environment and typically permit an expanded product offering compared with our other points of sale.

Capitalise on our product offering

We design, produce and sell affordable genuine jewellery and continuously aim to improve the product portfolio to meet consumer demand. In terms of product development, Our primary focus is to tend the charms/bracelet category and in 2015, we introduced the ESSENCE COLLECTION. The secondary focus is to improve the ring offering followed by the earring and necklace categories.

Build a global brand

We pursue a global brand strategy focusing on creating brand consistency across all communication channels and markets. To further strengthen our brand, we expect to invest a significant amount of our revenue on marketing. We intend to continue to use the internet to promote our brand as well as to attract and retain customers.

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Have a jewelry inquiry?

If you have any questions regarding our jeweleries please contact us directly or use our contact form to get in touch.