The Natural Diamond Council (NDC) and Chow Tai Fook Jewellery Group (CTF) announced an exclusive strategic partnership to advocate the “Natural Diamonds Dream”. The partnership aims to introduce Chinese consumers, especially the younger generation, to the value of diamonds and enhance their confidence and desire for the precious gem.
"Chow Tai Fook is a leading enterprise in China's jewelry 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,” said David Kellie, CEO of the Natural Diamond Council. The Hong Kong-based jeweler intends to “fully support” the NDC’s promotional and educational campaigns related to natural diamonds in China. Since rebranding in 2020, the NDC developed a portfolio of content that attracts 5 million consumers to the council's platforms monthly.
The retailer will have access to advertising and marketing material to fully reveal the core values and emotional significance of natural diamonds. Consumers will be reached through a range of communication channels and digital content, while the Group’s employees will have access to professional training resources. “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 recognize the symbolism of natural diamonds, making them their preferred choice for jewelry", said Chan Sai-Cheong, Managing Director (Mainland China) of Chow Tai Fook Jewellery Group.
"Through this strategic partnership, 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," noted Mabel Wong McCormick, Managing Director of the Natural Diamond Council for Greater China.
While inviting consumers into the spectacular world of natural diamonds, the partnership will further bring a profound and positive impact to the natural diamond jewelry industry.