The Diamond Federation of Hong Kong (DFHK) is lining up a series of initiatives to bolster natural diamond demand in the city. It is organising an industry-wide campaign to bolster natural diamond demand in Hong Kong in the last quarter of the year and partnering with the Natural Diamond Council (NDC) to train retail staff to properly convey key messages to the public. 

In the first seven months of 2023, sales of jewellery, watches, clocks and luxury gifts in Hong Kong rose nearly 40 per cent.

Noting that the federation had always been optimistic about the recovery of Hong Kong’s retail sector, DFHK Chairman Victor Yiu said, “To seize the opportunity, we will launch a series of industry-wide promotional activities in the fourth quarter, including a lucky draw, hoping to further stimulate retail sales of the jewellery industry.”

To maintain Hong Kong’s reputation as Asia’s diamond shopping paradise, DFHK will also collaborate with NDC on a training and award programme in the first quarter of 2024 to strengthen the natural diamond knowledge and sales strategies of frontline staff at the city’s jeweller retailers. The programme is designed to equip retail staff with the skills needed to explain the charm of natural diamonds to consumers.

In 2015, DFHK launched the “Natural Diamond Quality Assurance” Mark, which confirms to consumers that only natural diamonds are sold in that particular retail store. More than 300 retail outlets of 31 brands are participating in the programme.