20 May 2021, Shanghai, China - The Natural Diamond Association and Chow Tai Fook Jewellery Group announced an exclusive strategic cooperation plan to show the dazzling charm of natural diamonds to Chinese consumers and jointly create the "natural diamond dream".
Through various communication projects, real-time and flexible digital content, and professional training resources, the cooperation aims to convey the value of natural diamonds to Chinese consumers and increase their confidence and desire for natural diamonds. As the Natural Diamond Association's first exclusive retail strategic partner in the Chinese market, Chow Tai Fook will fully support the Natural Diamond Association's natural diamond promotion and education activities in the Chinese market. The Natural Diamond Association will also provide more support in terms of advertising campaign assets, digital content assets, social media content and search engine marketing to fully demonstrate to consumers the precious, rare and unique core value and emotional meaning of natural diamonds, and to lead consumers into the extraordinary and dazzling world of natural diamonds.
David Kelly, CEO of the Natural Diamond Association, said: "This powerful collaboration with Chow Tai Fook in the Chinese market aims to jointly protect and communicate the true and unique charm of natural diamonds. I believe this collaboration will consolidate the natural diamond industry. The value of diamonds stimulates consumers' desire for natural diamonds, cultivates the younger generation's emotional connection with natural diamonds, and recognises their symbolic significance, making them the first choice when choosing jewellery".
Chen Shichang, Managing Director of Chow Tai Fook Jewellery Group (Mainland China), said: "Chow Tai Fook is honoured to work with the Natural Diamond Association to build the 'Natural Diamond Dream' action plan. I believe this cooperation will consolidate the value of natural diamonds and stimulate consumption. Consumers' desire for natural diamonds has cultivated the younger generation's emotional connection with natural diamonds and their recognition of their symbolic significance, making them the first choice when choosing jewellery.
Wang Jingci, Managing Director of the Natural Diamond Association Greater China, pointed out: "We hope that in our strategic cooperation with Chow Tai Fook, we can leverage their vast distribution network, high industry prestige and strong support to accelerate our natural diamond content. We hope that through our strategic cooperation with Chow Tai Fook, we can leverage their vast distribution network, high industry prestige and strong support to reach our target consumer groups more widely and deeply, and enhance consumers' understanding of the true meaning and value of natural diamonds, thereby contributing to the development of the natural diamond industry".
This cooperation will have a profound positive impact on the entire natural diamond jewellery industry and will also deepen consumers' understanding of natural diamonds and promote the healthy development of the natural diamond industry.
