The Natural Diamond Council (NDC) is teaming up with two leading Chinese jewellery brands to further advance its natural diamond drive in China.

As strategic partners of NDC, bridal jeweller DR Diamond Ring (Darry Ring) and jewellery brand Liu Gui Fu Jewelry will aid promotional and educational campaigns on natural diamonds launched by NDC in China.

Specific initiatives include producing a wide range of advertising assets, digital content and search engine marketing as well as other online and offline communication projects. This also includes formulating new educational resources.

The collaborations are expected to boost the sales conversion rate of natural diamonds, foster greater transparency in the trade and promote sustainable growth, according to NDC.

“By joining forces with Darry Ring and Liu Gui Fu Jewelry, we can enhance consumer understanding and emotional connection with natural diamonds,” said Mabel Wong McCormick, managing director of NDC for Greater China. “This not only ignites consumer desire for natural diamonds, but also makes significant contributions to the overall development of the natural diamond jewellery industry.”

Since 2021, NDC has maintained close collaborations with top Chinese jewellers, including Chow Tai Fook Jewellery Group and Zbird. According to NDC, these partnerships have boosted promotional initiatives on the value of natural diamonds.