The Diamond Federation of Hong Kong, China (DFHK) has joined forces with 350 local jewellers in launching a campaign to boost natural diamond jewellery sales in Hong Kong.

The “Happy Hong Kong” initiative, a collaboration with the Jewellers’ and Goldsmiths’ Association of Hong Kong, offers shopping incentives to consumers from December 1, 2023 to February 29, 2024, spanning major festivities in Asia, including Christmas, Lunar New Year and Valentine's Day.

Those who purchase at least one piece of natural diamond jewellery valued at HK$5,000 (around US$640) or above from designated jewellers get to participate in a lucky draw. For every additional HK$5,000 spent, participants are entitled to an extra entry, with a cap of HK$200,000 (around US$25,600), which is equivalent to 40 entries.

Participants  can win prizes worth over HK$6 million (approximately US$767,000), the grand prizes being a 3-carat D-colour natural diamond worth more than HK$1.9 million (about US$243,356) and a shopping voucher of HK$5,000 for diamond jewellery.

Victor Yiu, chairman of DFHK, highlighted the federation’s commitment to promote further developments in the diamond industry, with post-pandemic recovery being its top priority. 

“DFHK aims to stimulate a surge in jewellery sales, targeting revenues of between HK$3 billion and HK$4.5 billion (around US$384 million and US$576 million),” said Yiu. “We will continue to showcase the dazzling charm of natural diamonds to both locals and tourists.”