The Natural Diamond Council has announced a partnership with retailer Chow Tai Fook Jewellery Group to promote mined diamonds in China. 

The move marks the first Chinese retail partner for the NDC. 

Through it, Chow Tai Fook will “fully support” the promotional and educational campaigns NDC launches in the country. 

Additionally, the NDC will expand its support with advertising assets, digital assets, social media content, and search engine marketing. 

Since it changed its name from the Diamond Producers Association last year, NDC has created a portfolio of digital content about mined diamonds, attracting more than 5 million consumers to its platforms every month, according to Mabel Wong McCormick, Managing Director of the Natural Diamond Council for Greater China. 

“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,” said NDC CEO David Kellie. 

“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.”

Founded in 1929, Chow Tai Fook has more than 4,500 stores throughout East Asia and the U.S. 

The Natural Diamond Council, meanwhile, comprises seven of the world’s leading diamond mining companies: Alrosa, De Beers Group, Lucara, RZ Murowa, Petra Diamonds, Rio Tinto, and Arctic Canadian Diamond Company.

Total production among the seven accounts for 75 percent of the world’s natural diamond market. 

When it renamed last year, the council launched a new editorial-facing website, NaturalDiamonds.com, and trade-facing website NaturalDiamondCouncil.com.

It also unveiled a retailer partner program allowing access to its mined diamond jewelry initiative.