Register to comment and receive news in your inboxRegister or Log in

How does a Diamond business win Gold in Tourism recognition?

The award being Most Compelling Tourism Story at one of the most prestigious Tourism events – World Travel Market Africa – this year was bestowed on Shimansky Diamonds. They scooped gold at this event with Love Africa Marketing securing the runner-up spot.

It is true that Shimansky Diamonds can be considered an unlikely recipient as a winner in the Most Compelling Tourism Story at a tourism showcase, however Yair Shimansky has always firmly maintained that the tourism value chain includes everyone! While his business is about fine jewellery, he believes that it is every bit as much about tourism.

It is his love for Cape Town which first stirred him to design the widely recognised Table Mountain Ring. Splitting his time between Cape Town and New York, in 2022 he unveiled the Cape Town Ring as a tribute to the Mother City. His goal – to start a global movement and to take Cape Town to the world by allowing one to always carry a piece of her wherever you are in the world!  “We are passionate about promoting Cape Town to the world and bringing the world to Cape Town,” said Shimansky Diamonds, CEO, Yair Shimansky.

The award was given in recognition of the Shimansky initiative, the Cape Town Ring, also known as the Ring That Binds Us. This initiative aims to bring worldwide awareness to the beauty of Cape Town and attract visitors to South Africa. It has grown into a movement that anyone passionate about the city can join and contribute to. “We want people to say “I DO” to Cape Town”, says Shimansky.

The Most Compelling Tourism Story award category recognizes Africa’s unique regions and cities that have a story to tell. The award honours those who use an authentic and creative narrative to inspire tourists to explore an African destination. The Cape Town Ring captures the essence of Cape Town and becomes a visible brand ambassador worldwide with instant recognition that transforms into a passionate conversation and experience share.

Shimansky Diamonds has been a part of the Cape Town and South African tourism landscape for many years, notes Yair Shimansky. “Our business is not just about jewellery – it is about promoting our beautiful country and in turn playing a part to grow the economy”. Shimansky Diamonds offers an interactive Diamond experience at Cape Town’s only Diamond Museum – there you are able to learn more about diamond mining in South Africa and see many of the products on offer, including the famous Cape Town Ring.

For more information on Shimansky Diamonds and the Cape Town Ring, please visit their website.