Diamond Trading company was established in 1998. It started with the Happyland stores specialized in toys, educational toys and tools, school furniture and equipment, outdoor play systems, etc. which are still an important part of DT business. Happyland now is one of the major supermarkets in Sana'a and the Happyland Center is a very popular department store in Sana'a.
The fashion retail was added in 2009 by signing a franchise agreement with the UAE based Landmark Group for its popular concepts such as Max (the biggest value fashion brand in the ME), Babyshop, Shoemart, Lifestyle and Home Box.