Innitiative for an African diamond jewellery brand

An African diamond jewellery brand to compete with established names like Cartier, is the intent black-owned diamond cutting company African Romance. According to a Reuters’ report the company is looking at marketing and making African jewellery popular across the globe. “There is no African luxury brand on the international level of Cartier... that's the space African Romance now has taken,” mentioned chief executive officer Mohseen Moosa.

African Romance is aiming at revenues worth R60 million ($9.2 million) through the brand in the first year, later to upscale to R200 million ($30 million), and intends to open offices in New York and London. The company will receive around 3,000 carats every month from Canada-based diamond miner Etruscan Resources. Currently, African Romance has set up its cutting and polishing facilities in Johannesburg.