DIAMOND Trading Company (DTC) for the South African market has come up with a new brand called Kya™. The brand is meant to provide value to all the stakeholders in the value chain and bring diamonds into the news. The Kya™ concept reflects the independence and success of the modern South African woman%%It is based on a center stone that represents power and individuality, and smaller diamonds that radiate beauty, mystique and strength – all these attributes of the new South African woman. The new Kya™ collection is based on the philosophy of ‘wearability, good design and affordability’%%Thoko Modisakeng, DTC Marketing Manager for South Africa, suggests that the company seeks to drive demand and expand sales by creating a powerful new concept in diamond jewelry. Four sightholders Geffens Diamond Cutting Works, Livingstones Jewellery, KGK Star Rough and Rosy Blue Manufacturing are participating in the program