A Standout Itinerary Addition: The Diamond Works Institute
SATSA Member: The Diamond Works Institute - 3142
Product: The Sparkling Tour
Target Markets: FIT, Groups, Domestic, International, Luxury
Website: www.thediamondworks.co.za
In a land of unbelievable beauty and unforgettable stories, The Diamond Works Institute offers a rare gem of an experience a place where history, artistry, and luxury converge. For travel professionals curating rich, rewarding South African journeys, The Diamond Works is a standout addition to any itinerary. With three locations across South Africa, The Diamond Works welcomes guests whether they’re exploring Cape Town, flying out of Johannesburg, or sipping wine in Franschhoek.
The flagship Diamond Works Institute in Cape Town features immersive experiences, artisan studios, tastings, and creative workshops. At OR Tambo International Airport, the store is located inside the Duty-Free zone, offering elegant, tax-free purchases just before departure. In Franschhoek, a charming boutique store is nestled in the heart of the Winelands. Ideal for leisurely browsing in a refined and relaxed setting.
The Sparkling Tour is a guided, complimentary experience that takes guests behind the scenes of South Africa’s diamond legacy and tanzanite’s incredible discovery and transformation into one of the world’s rarest gemstones. Guests witness goldsmiths and diamond cutters at work and explore the fascinating journey from rough stone to polished brilliance. The tour features the only publicly viewable tanzanite polishing studio in the Southern Hemisphere, offering an exclusive look into the delicate and precise craft behind this iconic violet-blue gem.
Guests can also step into the past through virtual reality, immersing themselves in the dusty excitement of the 1871 Kimberley diamond rush. A guest favourite is the Taylor-Burton diamond photobooth, where visitors “try on” one of the world’s most famous diamonds in a glamorous red-carpet moment, captured digitally to share and keep. It’s an experience that combines both heritage and innovation.
For guests looking for a more immersive and hands-on experience, the Jewellery Making Workshop invites them to create their own piece alongside the resident gemmologist and master goldsmith. It’s a luxurious, creative, and highly memorable experience, complemented by decadent chocolate truffles and bottomless MCC. This is ideal for families, small groups, incentive travellers, and luxury-seeking creatives. The finished piece isn’t just jewellery, it’s a personal story, crafted by the guest’s own hands. Please note that a minimum of 8 guests per session is required, and advance booking is essential.
To elevate the visit even further, guests can enjoy optional tastings inspired by South African excellence. A three-shade Pinotage tasting offers a journey through the country’s signature red varietal, while an Afrikoa origin chocolate tasting highlights single-origin, bean-to-bar craftsmanship at its finest. These optional pairings round out the experience as a sensory celebration of flavour, culture, and craft.
In Cape Town, the journey is anchored by the powerful Ubuntu Wall, a large-scale mural by acclaimed local artist Stephan Smit (These10Fingers). This artistic centrepiece captures the deep connection between land, people, and the living stories embedded in each sparkling stone.
Travel Trade Information
- Cape Town | OR Tambo Duty Free | Franschhoek
- Open 7 days a week
- Tours available in multiple languages
- Contact Kevin: dwpr1@tjd.co.za
- Website: www.thediamondworks.co.za
