He makes sure to stress the vast importance of creating a unique niche for yourself or a selling point that will attract and retain buyers in this business. He believes that a strong branding background will aid manufacturers in the market to improve their profits. With clients that are constantly looking for something unique in today's market, companies that lack this distinctive selling point or a unique product will find it more difficult to take their share of the market. "Competition today is much stronger because of the growing technology and internet, and not only in the diamond and jewelry business. Companies that are not looking a few steps to the future will not be in the game," says Siman-Tov. At the close of July, diamond business flat due to the competition in the market. Trading patters in the IDE remained quiet with activity further impacted by the U.S summer vacation. Barmecha notes that although locally the market was a bit more quiet, the overseas orders put in were sufficient enough to spur business.