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New gem in the heart of Victoria: South-African jewelry company chooses Seychelles to open its first store outside mainland Africa

Victoria, Seychelles | November 19, 2015, Thursday @ 15:01 in Business » INVESTMENT | By: Julia Malbrook, Betymie Bonnelame and Sharon Uranie | Views: 4156
New gem in the heart of Victoria: South-African jewelry company chooses Seychelles to open its first store outside mainland Africa

A Tanzanite collection pictured at the newest jewelry store, Diamond Works Seychelles. (Joe Laurence, Seychelles News Agency)

Photo license  

(Seychelles News Agency) - Already owning five stores; four in South Africa and one in Namibia, South African-based jewelry company, Diamond Works, has decided to venture outside mainland Africa setting eyes on one of the tiniest archipelago, the Seychelles islands in the Indian Ocean to open its newest store.

Diamond Works Seychelles' located in the Capital City building in the heart of the island nation’s capital of Victoria, opened its doors to the general public on Monday, offering the locals and visitors alike a variety of exquisite jewelry pieces.

A visit to the newest store in town is an opportunity for lovers of gems and precious stones to learn about the history of diamond extraction and cutting, with even antique diamond cutting tools on display.

The different cuts of stones available at Diamond Works Seychelles. (Joe Laurence, Seychelles News Agency) Photo License: CC-BY

“The Seychelles branch is offering core services such as custom made pieces, appraisals and top brand watches for men…among others,” Kevin Albert the Sales and Marketing Manager of Diamond works Seychelles told SNA.

When it comes to the jewelry on sale, one can find mainly diamonds and an eye-catching collection of azure coloured Tanzanite jewelry pieces.

Tanzanite is the rare gemstones that are uniquely found all the way on the slopes of Mount Kilimanjaro in Tanzania.

Mostly set pieces or loose stones of tanzanite and diamonds are on sale. The set pieces vary from 9k [karat] to 18k only. (Joe Laurence, Seychelles News Agency) Photo License: CC-BY

“We sell tanzanite and diamonds which is mostly set pieces or loose stones. They [the set pieces] vary from 9k [karat] to 18k, and they are available in yellow gold, rose gold and white gold only,” Kevin Albert the Sales and Marketing Manager of Diamond works Seychelles, told SNA.

“The stone that we sell have different cut that is cushion cut, emerald cut, triangle cut and the most common cut will be round cut. In set pieces, we do not have yet those that have been specially designed or custom made for Seychelles boutique. Bearing in mind that no stone will be similar as the other…it could be that we have some unique pieces.”

According to Albert, the price ranges between $153 at the lowest to the priciest item that cost almost $79, 000 for those who can afford.

Seychelles, an Indian Ocean archipelago of 115 islands is a popular holiday and honeymoon destination with tourism being the main pillar of the economy.

The island nation welcomes thousands of visitors each year who fly thousands of kilometres at times to the Indian Ocean archipelago of 115 islands that boast beautiful powder-white beaches and clear, tranquil waters of turquoise and blue.

According to Albert, these features have been taken into consideration by Diamond Works when choosing the perfect location to settle outside mainland Africa.

A selection of watches is also available. (Joe Laurence, Seychelles News Agency) Photo License: CC-BY

While it is targeting Seychellois clients, Diamond Works Seychelles is also keen on tapping into the tourism numbers visiting the island nation, targeting especially tourists coming to wed in the tropical islands.

“We are also working a lot with DMC’s [Destination Management Companies] because they bring a lot of tourist to Seychelles. A lot of VIP’s and husband with their wives-to-be come to the islands.” 

Diamonds works which was set up in Cape Town, South Africa in 2001 is a subsidiary company of Tourvest a tourism group operating a wide range of tourism businesses.

Seychelles nevertheless is not new to diamonds, pearls, semi-precious stones, silver and gold jewelry collections hailing from South Africa.

The island nation has been home to JOUEL a retail brand of one of South Africa’s largest retail and wholesale jewelry company since 2004. 


SNA presents a collection of photos taken on the day that the store opened its doors to the public on Tuesday, taken by Joe Laurence, Seychelles News Agency 


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Tags: Diamond Works, jewelry, South Africa, JOUEL, Diamond Works Seychelles, diamond, Tanzanite

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