Key to the Supplier of Choice (SoC) strategy is the shortening of the diamond pipeline from mine to consumer. This paradigm change to the industry brought about by the introduction of SoC, resulted in a focus on the retail promotion of diamond jewellery. Prior to SoC and the later creation of DBGM, DTC sponsored the majority of generic advertising and marketing campaigns that ran in various consumer markets. Today, Sightholders are now more actively involved in downstream activities, carrying the responsibility for branding and marketing their products.

As marketing proficiency is one of the profile criteria by which clients are assessed and as it impacts directly upon the eligibility for rough supply from DTC, it is imperative the client gets it right. Hennig has always been able to advise clients on their marketing capability - stimulating advertising, marketing investment, new business generation and the creation of brands to the recruitment of marketing professionals.

Hennig is able to provide the expertise and support that clients need to understand and adapt to the changing commercial landscape.