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The Natural Diamond Council has named Chow Tai Fook as its first retail partner, with the goal to promoting natural diamonds in the Chinese market.
The Natural Diamond Council has named Chow Tai Fook as its first retail partner, with the goal to promoting natural diamonds in the Chinese market.

Trade organisation partners with retail chain to promote natural diamonds

The Natural Diamond Council (NDC) has inked a ‘multi-year’ deal with Chow Tai Fook, the world’s largest jewellery retail chain, to promote natural diamonds in the Chinese market.

Headquartered in Hong Kong, Chow Tai Fook operates approximately 4,500 stores across Mainland China, Hong Kong, Macau, and Taiwan. It also owns several jewellery brands, including the diamond-focused Hearts On Fire. 

David Kellie, CEO Natural Diamond Council
David Kellie, CEO Natural Diamond Council
"One of our key priorities this year is to work closely with natural diamond retailers to protect and convey the authentic and unique beauty of natural diamonds together"
David Kellie, Natural Diamond Council

The strategic partnership aims to “introduce Chinese consumers, especially the younger generation, to the timeless beauty of natural diamonds through a variety of communication channels and accessible digital content, as well as professional training resources,” according to a statement published on the NDC website.

This will include a “significant investment” in marketing, advertising, visual merchandising and sales professional education.

The NDC’s recent advertising campaign with Hollywood actress Ana de Armas is already being displayed in Chow Tai Fook stores.

David Kellie, CEO NDC, said, “One of our key priorities this year is to work closely with natural diamond retailers to protect and convey the authentic and unique beauty of natural diamonds together.

“Chow Tai Fook is a leading enterprise in China's jewellery industry with massive influence. By joining hands with Chow Tai Fook in the China market, we hope to ignite the ‘Natural Diamonds Dream’ among young consumers.”

Mabel Wong McCormick, managing director – NDC Greater China, added, “We would like to leverage Chow Tai Fook’s extensive sales network, stellar reputation, and strong support to reach a much wider consumer community even more quickly and deeply through our content. As consumers gain a better understanding of the significance and values of natural diamonds, it will fuel the future growth of the natural diamond industry.”

Chan Sai-Cheong, managing director of Chow Tai Fook Jewellery Group (Mainland China), said, “We are honoured to partner with the Natural Diamond Council and promote the ‘Natural Diamonds Dream’ hand in hand.

“I am confident that this partnership will solidify the values of and forge consumers’ desire for natural diamonds. It will also help young consumers nurture an emotional connection with and recognise the symbolism of natural diamonds, making them their preferred choice for jewellery."

The new partnership announcement follows Pandora Jewelry's decision to cease utilising natural diamonds across its product lines – though diamond designs represented a tiny fraction of its overall production – in favour of lab-created diamonds. Pandora is the world's largest jewellery company by volume. 

Chow Tai Fook joined the World Federation of Diamond Bourses in 2020.

 

More reading:
Natural diamond organisations protest Pandora statement
Pandora Jewelry introduces lab-created diamond range, phases out natural diamonds
Diamond organisation launches new campaign with James Bond actress
Diamond Producers Association unveils relaunch as Natural Diamond Council
Chow Tai Fook joins international diamond organisation











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