Nurdogan ARSLAN ERGUN D Diamond, which entered the diamond sector two years ago and has reached 98 corners and 78 stores today, will increase the number of its stores, which are all franchises, to 200 this year. The brand aims to reach 500 stores in 81 provinces within 10 years. Saying that they are working to become the diamond brand with the most stores in Turkey, D Diamond Chairman of the Board Emil Güzeliş described the number of stores they have reached today as a ‘record’ despite being a very young brand. Stating that they have 176 points, 78 of which are stores, in 60 provinces of Turkey, Güzeliş said, “D Diamond, which has been a wholesaler in the diamond jewelery industry for many years, has started to come to the fore as a retail brand for the last two years. Our Alanya and Ayvalık stores will also be opened in June and July.” Stating that they are targeting 200 stores by the end of the year, Güzeliş said, “We do not give franchises to anyone other than the jewelry sector. Our dealership conditions are 50-60 thousand dollars decoration cost and 300 thousand dollars investment. We aim for 500 stores in 10 years. All of these will be franchises,” he said. A new PRODUCTION facility will be established Explaining the D Diamond products as more minimal, more classic and basic, Güzeliş stated that the price range is between 3 and 15 thousand liras. Güzeliş stated that they made smaller products to ‘enter every house’ at D Diamond. Noting that the diamond market in Turkey grows by an average of 30 percent every year, Güzeliş announced the 2022 growth rate of D Diamond as 100 percent on the basis of turnover and units. Güzeliş, who stated their growth targets as 50 percent this year, said, “We have created a new market. 12-15% of women in Turkey have diamonds. We will increase this rate higher and we will continue to grow above the market. We can easily produce more minimal products, since we produce 100 percent in-house.” Noting that the investments related to the new production facility are continuing, Güzeliş stated that they will start production with 600 people in the new facility. “Tourist purchases increase by 15 percent in summer” Emphasizing that tourist purchases have also increased in diamond product sales, Emil Güzeliş said, “The prices of diamond products are 20-25 percent more affordable in Turkey than in Europe. For this reason, tourist purchases from Turkey have also increased. Especially in summer, our sales to tourists increase by 15 percent.” Güzeliş announced the record sale in Turkey this year as a 10-carat ring sold in Antalya 2 weeks ago. Saying that the market leader in diamond preferences is the ‘solo stone’ ring, Emil Güzeliş said, “Fashion in diamonds does not change as fast as textiles. Solitaire, five stone, full, waterway bracelets are always in fashion. Particularly, interest in waterway bracelets and necklaces has increased,” he said. Güzeliş said that the demand for yellow diamonds has also increased.
A professional writer by day, a tech-nerd by night, with a love for all things money.