The Diamond Trading Company (DTC) is planning to launch a new advertisement campaign in Turkey, where diamond consumption has grown steadily by 20 per cent to nearly $1 billion over the past two years, according to reports.

“The DTC prepares its sales concepts based upon the results of consumer research conducted around the world. Our campaign ‘Lava: Energy of Love’ will definitely accelerate sales,” said DTC diamond promotion manager Esra Büyüközer.

Diamond purchases are generally made by a limited section of Turkey’s population, and mainly for special occasions such as weddings, the report said.