Swana, a brand of a Botswana-produced polished diamonds, sold out in China's Sichuan province during that country's recent "Golden Week," a holiday associated with high retail activity in the Oriental giant.
Swana diamonds are handmade by Batswana polishers employed by Dalumi Diamonds at Nkoyaphiri Industrial Estate and feature 89 facets or reflective flat faces as opposed to the usual 57 cut into most stones. The higher number of facets means Swana diamonds boast exceptional sparkle, brilliance and glitter and fetch a higher price than their peers. Despite the higher price, Swana diamonds flew off shelves at Sichuan Aixin Jewellery chain shops in the Chinese province during the 2011 Golden Week from October 1 to 7. Sichuan Aixin is the sole distributor of Swana stones in the province of over 90 million people, the fourth most populous in the Oriental giant.
Said Aixin Group President, Xiong Bao Xing, in an interview in Gaborone last week: "The Swana diamonds sold out on October 1, while by comparison only a third of the other regular 57-facet stones were sold during the Golden Week in Sianchu.
"There's very strong demand for these stones. Chinese consumers showed very high acceptance of the product, although it was more expensive than the regular stones.
"Dalumi is ramping up production to meet the demand from Chinese consumers and we also have plans to increase the volume of stones we buy from them. We also intend to intensify promotion and marketing of Swana."
Xing said Sichuan Aixin Jewellery was conducting educational and marketing promotions on an ongoing basis around Swana diamonds, highlighting their aesthetic advantages over the regular stones. He added that customers in the Sianchu province were increasingly being sold on the added value from the handmade Botswana produced stones.
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