An abridged version of this article first appeared in the JNA July/August 2023 issue.  

Emil Güzeliş is a leading figure in Türkiye’s diamond jewellery industry and the visionary founder and president of Zen Diamond. Under his guidance, Zen Diamond has emerged as a global industry player, producing and selling an impressive 40,000 pieces of jewellery every month.

The company’s pioneering television advertising campaign, which ran uninterrupted for 365 days, was a first in Türkiye’s jewellery sector and significantly boosted local demand for diamond jewellery. Moreover, its innovative designs have inspired other companies to expand their market share.

Thanks to Güzeliş’ foresight, Zen Diamond’s remarkable success has helped raise Türkiye’s global profile, with the company being ranked as the country’s top diamond jewellery exporter for three consecutive years (2020 to 2022) according to the reports of the Jewellery Exporters’ Association.

Founded in 2000, Zen Diamond is also largely credited for developing and expanding the diamond jewellery market in Türkiye, which had previously been a predominantly gold jewellery manufacturing centre. Through its efforts, the country was increasingly recognised for its diamond jewellery production capabilities, resulting in more orders too for smaller manufacturers.

Aside from its robust export business, Zen Diamond is active in the jewellery retail scene. In 2005, it established its diamond jewellery retail chain in Türkiye. Today, the chain has some 80 stores around the world including the US, Europe and the Gulf Cooperation Council countries.

 

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