Israeli diamond tycoon Lev Leviev is definitely running ahead of De Beers with his plans to set up a factory for diamond jewellery in Namibia within the next 12 months. This will entail a novel marketing strategy to start a truly Namibian diamond brand, an exercise De Beers has so far failed to do despite its presence of over 80 years in Namibia. Leviev paid a visit to President Hifikepunye Pohamba on Tuesday to discuss this. In addition Lev Leviev Diamonds (LLD Namibia) will establish an elegant retail jewellery outlet where customers can purchase diamonds produced, cut and polished in Namibia and giving sparkle and shine to precious pieces of jewellery created in our country. "We envisage to complete this project in 12 months". Leviev told reporters afterwards. LLD Namibia set up a diamond cutting and polishing company last year in the record time of 6 months with 470 young Namibians trained as cutters in the meantime. It is the largest enterprise of this nature in Africa.