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The Natural Diamond Council announced earlier this week the start of a strategic partnership with Chow Tai Fook, a leading Chinese jewellery group. One of the aims of this partnership will be to promote natural diamonds in China.
Chow Tai Fook, on its way to becoming the first exclusive distribution network linked to the Natural Diamond Council in China, will therefore be a permanent support to promotional and educational campaigns related to natural diamonds. Their main objective is to introduce Chinese consumers to the timeless beauty of natural diamonds, highlighted by their rarity, preciousness and unique character. The young generation will be the main target of these campaigns.
“One of our key priorities this year is to work closely with natural diamond retailers to jointly protect and convey the authentic and unique beauty of natural diamonds,” says David Kellie, CEO of the Natural Diamond Council. “Chow Tai Fook is a leading company in the Chinese jewellery industry with massive influence. By partnering with Chow Tai Fook in the Chinese market, we hope to ignite the desire of young consumers for natural diamonds,” he continued.
In China, the satisfaction of this partnership is also felt: “I am confident that this partnership will help shape consumers’ desire for these exceptional gems, recognising their symbolism, to make them their preferred choice of jewellery,” says Chan Sai-Cheong, Managing Director of Chow Tai Fook Jewellery Group.
To further the impact of these campaigns across China, the Natural Diamond Council will therefore strengthen its presence in various areas such as advertising, digital, social media and marketing. In parallel, Chow Tai Fook has appointed actress and singer LI BingBing as a Natural Diamond Ambassador for China.
The role of this partnership is crucial in the natural diamond market, as consumer interest in the sector continues to grow worldwide. For example, since the Natural Diamond Council rebranded in 2020, over 5,000,000 consumers visit their platform each month, demonstrating significant interest. Therefore, actively listening and responding to consumer needs remains essential to maintain an emotional connection with consumers, and will be key to the sustainable growth of the diamond jewellery sector.
“Through this strategic partnership, we would like to leverage Chow Tai Fook’s extensive sales network, excellent reputation and strong support to reach a much wider consumer community even faster and deeper,” noted Mabel Wong McCormick, Executive Director of the Natural Diamond Council for Greater China.
Read also > PANDORA STOPS ITS PRODUCTION OF NATURAL DIAMONDS: REACTION OF INDUSTRY LEADERS
Featured photo : © Jonathan Leijonhufvud[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
The Natural Diamond Council announced earlier this week the start of a strategic partnership with Chow Tai Fook, a leading Chinese jewellery group. One of the aims of this partnership will be to promote natural diamonds in China.
Chow Tai Fook, on its way to becoming the first exclusive distribution network linked to the Natural Diamond Council in China, will therefore be a permanent support to promotional and educational campaigns related to natural diamonds. Their main objective is to introduce Chinese consumers to the timeless beauty of natural diamonds, highlighted by their rarity, preciousness and unique character. The young generation will be the main target of these campaigns.
“One of our key priorities this year is to work closely with natural diamond retailers to jointly protect and convey the authentic and unique beauty of natural diamonds,” says David Kellie, CEO of the Natural Diamond Council. “Chow Tai Fook is a leading company in the Chinese jewellery industry with massive influence. By partnering with Chow Tai Fook in the Chinese market, we hope to ignite the desire of young consumers for natural diamonds,” he continued.
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The Natural Diamond Council announced earlier this week the start of a strategic partnership with Chow Tai Fook, a leading Chinese jewellery group. One of the aims of this partnership will be to promote natural diamonds in China.
Chow Tai Fook, on its way to becoming the first exclusive distribution network linked to the Natural Diamond Council in China, will therefore be a permanent support to promotional and educational campaigns related to natural diamonds. Their main objective is to introduce Chinese consumers to the timeless beauty of natural diamonds, highlighted by their rarity, preciousness and unique character. The young generation will be the main target of these campaigns.
“One of our key priorities this year is to work closely with natural diamond retailers to jointly protect and convey the authentic and unique beauty of natural diamonds,” says David Kellie, CEO of the Natural Diamond Council. “Chow Tai Fook is a leading company in the Chinese jewellery industry with massive influence. By partnering with Chow Tai Fook in the Chinese market, we hope to ignite the desire of young consumers for natural diamonds,” he continued.
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