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

The partnership aims to convey the value of natural diamonds to Chinese consumers and enhance their confidence in and desire for the product. 

As NDC's first and exclusive strategic retail partner in China, Chow Tai Fook will fully support its natural diamond-related promotional and educational campaigns in the market. NDC will also step up its support in different areas, including advertising and digital assets, social media content and search engine marketing, to fully reveal the core values and emotional significance of natural diamonds underlined by its preciousness, rarity and uniqueness. 

According to NDC CEO David Kellie, one of the council's key priorities this year is to work closely with natural diamond retailers to protect and convey the authentic and unique beauty of natural diamonds together. "Chow Tai Fook is a leading enterprise in China's jewellery industry with massive influence. By joining hands with Chow Tai Fook in the China market, we hope to ignite the ‘Natural Diamonds Dream’ among young consumers," Kellie said. 

Chan Sai-Cheong, managing director (mainland China) of Chow Tai Fook, said the partnership would boost desire for natural diamonds and help young consumers nurture an emotional connection with and recognise the symbolism of natural diamonds, making them their preferred choice for jewellery.

NDC managing director for Greater China Mabel Wong McCormick added, "Through this strategic partnership, we would like to leverage Chow Tai Fook’s extensive sales network, stellar reputation and strong support to reach a much wider consumer community even more quickly and deeply through our content."

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