Capitalizing on the success of television reality shows, the Diamond Trading Company (DTC,) is sponsoring a new reality show, Mission Fashion, ahead of the launch Rayana Diamond Sets on May 1.

Rayana is a four piece diamond set including a necklace, set of earrings, ring, and bracelet. In Arabic, Rayana means abundance. The DTC uses the term to refer to the abundance of diamonds featured on the Rayana set as well as the great status, wealth, and female aura of the sets owner. The Rayana launch will comprise of advertisements on major Pan Arab TV channels and print campaigns in major publications.

The DTC is sponsoring Mission Fashion, which will broadcast on LBC television, one of the leading stations in the Middle East. The show hosts 10 designers and 10 models from Saudi Arabia, Lebanon, Morocco, Algeria, Jordan, Tunisia, Iraq, and Kuwait.

"We are very keen to participate in this large scale event as it gives the opportunity to add beauty and glamour to the models by wearing extraordinary diamond sets, giving them a feeling of exclusivity and matchless glamour," said Jonathan Chippindale, Marketing Director, DTC Gulf Markets.

In an e-mail to Rapaport News, the DTC said that, "both (Rayana and the television series) are about glamor, admiration, turning heads, and for women to be the center of attention." The DTC said that its strategy is not to center its marketing efforts on reality shows. "We believe when a program is up to diamonds and has a good fit with the DTC marketing program, then it is worth considering."

"This gives us good public relations coverage, establishes Rayana Diamond Sets as the ultimate fashion article and stimulates the overall marketing efforts of the DTC," said the De Beers marketing arm.