The partnership will aim to introduce the Chinese consumers, especially the younger generation, to natural diamonds through the use of diverse communication channels and accessible digital content, as well as the provision of professional training resources.
In addition, as the first and exclusive retail partner of the council in China, Chow Tai Fook will fully support the natural diamond-related promotional and educational campaigns.
The council will also step up its support in different areas, including advertising assets, digital assets, social media content and search engine marketing.
David Kellie, CEO of the Natural Diamond Council, said: “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.
“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.”
Chan Sai-Cheong, managing director (Mainland China) of Chow Tai Fook Jewellery Group, added: “We are honoured to partner with the Natural Diamond Council and promote the ‘Natural Diamonds Dream’ hand in hand.
“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.”