Natural Diamond Council Announces Strategic Partnership With Chow Tai Fook Jewellery Group


The Natural Diamond Council (NDC) has announced an exclusive strategic partnership with Chow Tai Fook Jewellery Group (Chow Tai Fook), in the Greater China region, to advocate the “Natural Diamonds Dream” to Chinese consumers, especially the younger generation, through diverse communication channels and accessible digital content, along with professional training resources.

Chow Tai Fook Jewellery Group

The partnership aims to convey the value and beauty of timeless natural diamonds to Chinese consumers and enhance their confidence and desire for 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 launched by the NDC in China. 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, to fully reveal the core values and emotional significance of natural diamonds underlined by their preciousness, rarity, and uniqueness. While inviting consumers into this spectacular world, the partnership will further bring profound and positive impact to the natural diamond jewellery industry.

“One of our key priorities is to work closely with natural diamond retailers to accelerate the market growth and convey the ethical and unique beauty of natural diamonds together,” said David Kellie, CEO of the Natural Diamond Council.

“Chow Tai Fook is the leader in China’s jewellery industry. By joining hands with Chow Tai Fook in the China market, we will expand the reach of the ‘Natural Diamonds Dream’ among young consumers. Going forward we will extend similar initiatives in other markets, including similar synergistic partnerships in India and the Middle East.’’

Chow Tai Fook

Founded in 1929, The Chow Tai Fook Jewellery Group’s vision is to become the most trusted jewellery group in the world. With an extensive retail network of nearly 4,600 doors spread across Greater China, Japan, Korea, Southeast Asia and the United States, and supported by a fast-growing e-commerce business, the Group’s brand portfolio comprises the Chow Tai Fook flagship brand with curated retail experiences, and other individual brands including Hearts On Fire, Enzo, Soinlove and Monologue.

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

“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.”

The Natural Diamond Council Teams Up with Chow Tai Fook to Advocate ‘Natural Diamond Dream’

“This strategic partnership with the Chow Tai Fook Jewellery Group is a landmark in our industry. It is a positive step forward for the NDC in our mission to inspire consumers across the world to invest in and trust ethical natural diamonds. 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”, said Richa Singh, Managing Director for India & Middle East for the Natural Diamond Council.

Consumers’ fondness for natural diamonds is growing across the globe. Therefore, actively listening and responding to consumer needs, and flexibly adapting the messages and business models to nurture a long-lasting emotional connection with consumers will be the key to the sustainable growth of the diamond jewellery industry.

The Natural Diamond Council looks forward to collaborating even more closely with the industry in the future to promote the true value and emotional symbolism of natural diamonds to consumers. By taking the awareness of, and desire for, natural diamonds to the next level, the NDC and industry players will take an important step towards accelerating the “Natural Diamond Dream”.NDC official retail partner