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Natural Diamond Council partners with jewellery brands in China to advocate natural diamonds



The primary focus of the NDC revolves around empowering various industry partners for robust growth, showcasing the values of natural diamonds to global consumers

The Natural Diamond Council (NDC) has announced a strategic partnership with two prominent leaders in China DR Diamond Ring (Darry Ring) and Liu Gui Fu Jewelry. Together, they will produce a range of digital content, online and offline communication projects. In addition, they will also leverage their educational capability to empower the industry, while showcasing the intrinsic values of natural diamonds to a global audience. Through these collaborations, the NDC, Darry Ring and Liu Gui Fu Jewelry aim to amplify the core message of the sustainable growth of the industry and advocate the ‘Natural Diamond Dream.’

As a world-leading industry body, the NDC has consistently upheld its mission of ‘advancing the integrity of the modern natural diamond industry, and inspiring, educating and protecting the consumer.’ Its primary focus revolves around empowering various industry partners for robust growth, showcasing the values of natural diamonds to global consumers and encouraging individuals to pursue an enhanced quality of life. Since 2021, NDC has established strategic partnerships with top retail brands from around the world including Malabar Gold and Diamonds and Chow Tai Fook and regional leaders like Jawhara Jewellery and La Marquise Jewellery in UAE, Z Bird in China and Jared division of Signet Jewelers, Razny Jewelers and Day’s Jewelers in USA. These collaborations have successfully widened the scope of communication and coverage promoting the intrinsic values of natural diamonds. The cooperative efforts between NDC and all of its official strategic partners are geared towards bolstering consumer confidence and desire for natural diamonds, while also propelling industry development.

As retail strategic partners of the NDC, both Darry Ring and Liu Gui Fu Jewelry will fully support promotion and education campaigns around natural diamonds launched by the NDC in China. Their collaborative efforts include the development and promotion of advertising assets, digital assets, social media content and search engine marketing to reveal the core values and emotional significance of natural diamonds underlined by their preciousness, rarity and uniqueness. Meanwhile, they are working in tandem to form valuable new resources collating professional knowledge around natural diamonds to create new industry narratives and educational materials. This joint endeavor is aimed at elevating the sales conversion rate of natural diamonds, fostering greater transparency and promoting sustainable development. Together they aspire to bring a profound and positive impact to the natural diamond jewellery industry.

“Since its inception, the NDC has maintained close collaborations with retail jewellery brand partners to promote the intrinsic values of natural diamonds. We firmly believe that by joining forces with partners like Darry Ring and Liu Gui Fu Jewelry, we can enhance consumer understanding and emotional connection with natural diamonds. This not only ignites more consumers’ desire for natural diamonds, but also makes significant contributions to the overall development of the natural diamond jewellery industry. Furthermore, it serves to amplify the global prominence of natural diamonds,” noted Mabel Wong McCormick, Managing Director, Natural Diamond Council for Greater China.

Darry Ring’s CEO, Wendy, said: “Darry Ring is deeply honored to partner with the NDC and participate in the ‘Thank You, By The Way’ industry campaign. Darry Ring not only holds the position of the world’s leading engagement ring brand but also remains dedicated to reserving customers with a lifelong commitment to true love. We advocate the core values of ‘loving one person for a lifetime’ and strive to create enduring symbols of love and offer romantic services to our customers. Consequently, only exceptionally rare natural diamonds formed over millions or even billions of years, are worthy of carrying such a precious commitment. Through our alliance with the NDC, Darry Ring aims to use this partnership with the Natural Diamond Council as a means to convey the values of sustainable development for natural diamonds and the belief in true love to a broader audience. We aspire to make the world of love even more beautiful and contribute to the enhancement of the environment upon which our existence depends.”

Wang Ling, President, Liu Gui Fu Group, said: “Dedicated to creating Eastern jewellery with the millennia-old Liugui spirit and a century of royal craftsmanship, Liu Gui Fu Jewelry has been forging its development for over decades and has now become a frontrunner in the industry. We are committed to tracing the roots of national-treasured jewellery designs and representing Eastern culture. Our brand has always positioned itself as ‘eastern cultural jewellery’, crafting national-treasured designs with natural diamonds and setting a paradigm for brands through the ‘Liugui elegance.’ We look forward to collaborating with the NDC to jointly promote natural diamonds and Eastern culture. By blending the rare and ever precious quality of natural diamonds with countless enduring pieces of Chinese jewellery, we aim to convey the infinite charm of Eastern culture to the world and bring prosperity to China’s jewellery industry.”

Retail Jeweller World News