The Natural Diamond Council (NDC) has signed an exclusive strategic partnership with the world’s largest jewellery retailer.

Chow Tai Fook Jewellery Group boasts over 4,500 stores in East Asia and the United States and is now teaming with NDC.

The aim of the partnership is that the duo can introduce the appeal of natural diamonds to China, especially a younger demographic.


They aim to do this through the use of diverse communication channels and accessible digital content, the companies said in a statement, as well as the provision of professional training resources.

The Natural Diamond Council will also step up its support in different areas, including advertising assets, digital assets, social media content and search engine marketing.

“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,” said David Kellie, CEO of the Natural Diamond Council.

“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.”

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

“Over the years, Chow Tai Fook has established an extensive retail network in the Greater China region and a professional team of sales experts to help us communicate the values and significance of natural diamonds, and boost the desirability and consumer confidence
in these natural gifts.

“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.”