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Shanghai, China—The Natural Diamond Council (NDC) has announced an exclusive strategic partnership with Chow Tai Fook Jewellery Group (Chow Tai Fook) to advocate the “Natural Diamonds Dream” and introduce Chinese consumers, especially the younger generation, to the timeless beauty of natural diamonds through a variety of communication channels and accessible digital content, as well as professional training resources. Image: A Chow Tai Fook retail jewelry store with the NDC advertising assets on a backlit sign.

Chow Tai Fook, the largest jewelry retailer in the world, owns the Hearts On Fire and Mémoire brands in the United States.

The partnership aims to convey the value of natural diamonds to Chinese consumers and enhance their confidence and desire for them. As the first and exclusive strategic retail partner of the Natural Diamond Council in China, Chow Tai Fook will fully support the natural diamond-related promotional and educational campaigns launched by the Natural Diamond Council in China. NDC will expand its support in different areas, including advertising assets, digital assets, social media content, and search engine marketing, to fully reveal the core values and emotional significance of natural diamonds underlined by their preciousness, rarity, and uniqueness. While inviting consumers into the spectacular world of natural diamonds, the partnership will further bring profound and positive impact to the natural diamond jewelry industry. 

Related: Natural Diamond Council Announces First Official Partner Retailers

"One of our 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," says David Kellie, CEO of the Natural Diamond Council."Chow Tai Fook is a leading enterprise in China's jewelry 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.” 

"We are honored to partner with the Natural Diamond Council and promote the ‘Natural Diamonds Dream’ hand in hand,” said Chan Sai-Cheong, Managing Director (Mainland China) of Chow Tai Fook Jewellery Group. “Over the years, Chow Tai Fook has established an extensive retail network in the Greater China region and a professional team of sales experts to help us communicate the values and significance of natural diamonds, and boost the desirability and consumer confidence in these natural gifts. I am confident that this partnership will solidify the values of and forge consumers’ desire for natural diamonds. It will also help young consumers nurture an emotional connection with and recognize the symbolism of natural diamonds, making them their preferred choice for jewelry."

"Since our renaming in 2020, we have developed a diverse portfolio of digital content for natural diamonds, attracting over 5,000,000 consumers to our platforms every month. 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. As consumers gain a better understanding of the significance and values of natural diamonds, it will fuel the future growth of the natural diamond industry," noted Mabel Wong McCormick, Managing Director of the Natural Diamond Council for Greater China.