The Shanghai Diamond Exchange (SDE) has launched a new category marketing campaign with eight retailers to revitalise demand for natural diamonds in China.

Launched on September 22, the Natural Diamonds: Born Extraordinary, Born for the Spotlight campaign features an extensive offline, digital, social and educational programme spanning tier 1, 2 and 3 cities in mainland China for an entire year. This is supported by a thematic campaign till March 2026 headlined by SDE’s new natural diamond ambassador Deng Wei. The Chinese actor has over 10 million followers on social media and his fanbase is called Diamonds.

SDE Market Development Manager Xu Xi said, “The campaign aims to highlight fresh scenarios for consumers to connect with natural diamonds. It moves away from marriage and traditional occasions to gift giving and milestones such as birth, self-realisation, coming of age and love to show that natural diamonds can be part of important moments in people’s lives.”

The campaign is produced in partnership with the Natural Diamond Council (NDC) and leading jewellery retailers Chow Tai Fook, Chow Sang Sang, Chow Tai Seng, TSL Jewellery, Shanghai Kimberlite, CHJ Jewellery, Sino Gems and Lao Feng Xiang.

SDE is capitalising on the eight brands’ extensive network of 13,000 brick-and-mortar stores in China as well as their online presence to drive demand and deepen consumer engagement. 

In a departure from SDE’s first category marketing initiative last year, this one integrates videos and ad posters on retail partners’ diamond jewellery collections. Influencers will also conduct store visits and convey key messages on the rarity and appeal of natural diamonds on their channels. 

Offline activities include promotions on 10,000 outdoor billboards, electronic screens and lightbox advertisements in key cities. Online efforts cover influencer collaborations and targeted promotions on social platforms such as Weibo, WeChat, Douyin and Xiaohongshu, among others.

“Our objective is to reach and engage with 70 to 80 per cent of our target customers and lay the foundation for sustained growth in China’s natural diamond market,” said Xu.