To bring together leaders in the diamond industry and reaffirm our shared commitment to introducing a wider audience to the unique attributes and eternal fame of natural diamonds, Chow Tai Fook Jewellery Group and De Beers Group joined hands to host a cocktail reception on 23 April 2024 in Hong Kong. Representatives from Chow Tai Fook Jewellery included Mr. Conroy Cheng, Vice-chairman; Mr. Kent Wong, Managing Director; and Mr. Alan Chan, Chief Branding Officer. They shared the Group’s unwavering dedication to promoting natural diamonds to the public and explored opportunities to provide support to the sustainable development of the natural diamond industry.

Mr. Kent Wong shared some key findings and insights from the “2023 Jewellery Consumer Trends Report” which was published by Chow Tai Fook Jewellery in October last year. “We discovered that over 50% of young Chinese consumers are choosing to purchase natural diamonds, surpassing other non-gold jewellery categories,” said Mr. Wong. “We found that 74% of the respondents find natural diamonds more valuable than lab-grown diamonds. And we believe that Chinese consumers have solid preference, trust, and emotional attachment for natural diamonds. They demonstrate the enduring popularity of natural diamonds and their anticipated market dominance.”

Then, Mr. Conroy Cheng highlighted the importance of collaborative efforts of Chow Tai Fook Jewellery with industry partners in sharing compelling stories of natural diamonds, which could forge a prosperous future for the industry. In his speech, Mr. Cheng reflected the significant changes in jewellery landscape, accompanied by evolving consumer demands, shifting consumer preferences, and emerging trends. “It is precisely at moments like these that we must unite as a collective force to revigorate our natural diamond market,” said Mr. Cheng. “By fostering an environment of collaboration, we can create a platform where ideas flow freely, partnerships are forged, and new horizons are explored. Let’s shape the future of the natural diamond industry through collaborative spirit.”

Lastly, Mr. Alan Chan unveiled the collaborative category campaign developed in partnership with De Beers Group. This is an influencer-led campaign on social media, leveraging the power of online influencers to engage with consumers. Its main focus is to deliver concrete and accurate information surrounding natural diamonds and lab-grown diamonds. Mr. Chan provided valuable insights into the campaign strategy, execution and the progress made in the upcoming phase.

Being the first global Chinese jeweller to become a De Beers Sightholder for more than 50 years, Chow Tai Fook Jewellery remains fully committed to natural diamonds and has steadfast assurance in the natural diamond market. Moving forward, we are confident that by joining forces, we can reignite consumers' desirability, restore positive publicity, and increase the share of voice for natural diamonds in the market.