The NDC teamed up with Chow Tai Fook to advocate the ‘Natural Diamond Dream’.
The Natural Diamond Council (NDC) entered into an exclusive strategic partnership with Chow Tai Fook Jewellery Group to advocate the “Natural Diamond Dream” to Chinese consumers. The campaign will target the younger generation through diverse communication channels and accessible digital content, along with professional training resources.
The partnership aims to convey the value and beauty of timeless natural diamonds to Chinese consumers and enhance their confidence and desire for ethically sourced natural diamonds.
As the first and exclusive strategic retail partner of the NDC in China, Chow Tai Fook will fully support the natural diamond-related promotional and educational campaigns.
“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 ethical natural diamonds together,” said David Kellie, CEO of the NDC.
“By joining hands with Chow Tai Fook in the China market, we hope to ignite the ‘Natural Diamonds Dream’ among young consumers. Going forward we will extend similar initiatives in other markets, and we will be forming such synergistic partnerships in India and the Middle East as well.”
Chan Sai-Cheong, Managing Director (Mainland China) of Chow Tai Fook Jewellery Group, said, “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.”
“This strategic partnership with the Chow Tai Fook Jewellery Group is a landmark in our industry. I am looking forward to forming a similar association with leading jewellers in India and the Middle East, as we work together to grow the natural diamond dream for the modern Indian consumer,” added Richa Singh, NDC’s Managing Director for India & Middle East.