DeFacto launches new diamond jewelry collection

DeFacto, a major Turkish apparel retailer, has expanded its product portfolio by launching a new diamond jewelry collection. The collection consists of 40 pieces, including rings, earrings, necklaces, and bracelets.

As part of a long-term growth strategy to democratize luxury and make it more accessible, the brand aims to integrate diamonds into daily fashion rather than limiting them to special occasions. Each item in the collection is accompanied by a JTR diamond and jewelry grading report, and products feature a QR code that allows customers to track production information and certification.

CEO İhsan Ateş stated that the move follows the company's previous expansion into cosmetics and is intended to provide a holistic fashion experience. The diamond line is being rolled out initially in 12 DeFacto stores and online, with plans to increase the number of participating stores to 22 within a week. The rollout will proceed in stages, starting with fundamental pieces like solitaire and five-stone rings before moving toward trend-focused and custom designs.