PR89614

SHANGHAI, May 20, 2021 /PRNewswire=KYODO JBN/ --

The Natural Diamond Council (NDC) today announced an exclusive strategic

partnership with Chow Tai Fook Jewellery Group (Chow Tai Fook) to advocate the

"Natural Diamonds Dream" and introduce the Chinese consumers, especially the

younger generation, to the timeless beauty of natural diamonds through the use

of diverse communication channels and accessible digital content, as well as

the provision of professional training resources.

The partnership aims to convey the value of natural diamonds to Chinese

consumers and enhance their confidence and desire for natural diamonds. As the

first and exclusive strategic retail partner of the Natural Diamond Council in

China, Chow Tai Fook will fully support the natural diamond-related promotional

and educational campaigns launched by the Natural Diamond Council in China. The

Natural Diamond Council will also step up its support in different areas,

including advertising assets, digital assets, social media content and search

engine marketing, to fully reveal the core values and emotional significance of

natural diamonds underlined by its preciousness, rarity, and uniqueness. While

inviting consumers into the spectacular world of natural diamonds, the

partnership will further bring profound and positive impact to the natural

diamond jewellery industry.

"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 David Kellie, CEO of the Natural Diamond Council.

"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."

"We are honoured to partner with the Natural Diamond Council and promote the

'Natural Diamonds Dream' hand in hand," said Chan Sai-Cheong, Managing Director

(Mainland China) of Chow Tai Fook Jewellery Group. "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. I am confident that this partnership will

solidify the values of and forge consumers' desire for natural diamonds. It

will also help young consumers nurture an emotional connection with and

recognise the symbolism of natural diamonds, making them their preferred choice

for jewellery."

"Since our renaming in 2020, we have developed a diverse portfolio of digital

content for natural diamonds, attracting over 5,000,000 consumers to our

platforms every month. Through this strategic partnership, we would like to

leverage Chow Tai Fook's extensive sales network, stellar reputation, and

strong support to reach a much wider consumer community even more quickly and

deeply through our content. As consumers gain a better understanding of the

significance and values of natural diamonds, it will fuel the future growth of

the natural diamond industry," noted Mabel Wong McCormick, Managing Director of

the Natural Diamond Council for Greater China.

Consumers' fondness for natural diamonds is growing across the globe.

Therefore, actively listening and responding to consumer needs, and flexibly

adapting the messages and business models to nurture a long-lasting emotional

connection with consumers will be the key to the sustainable growth of the

diamond jewellery industry.

The Natural Diamond Council looks forward to collaborating even more closely

with the industry in the future to promote the true value and emotional

symbolism of natural diamonds to consumers. By taking the awareness of and

desire for natural diamonds among Chinese millennial consumers to the next

level, the Natural Diamond Council and industry players will take an important

step towards the "Natural Diamonds Dream" and drive the rapid growth of the

natural diamond industry together.

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About NATURAL DIAMOND COUNCIL

The NATURAL DIAMOND COUNCIL is an international industry association consisting

of seven leading diamond mining companies in the world. Members include ALROSA,

De Beers Group, Lucara Diamond Corp, RZ Murowa, Petra Diamonds, Rio Tinto and

Arctic Canadian Diamond Company Ltd., with a total production accounting for

75% of the global natural diamond market. Its mission is to show the

multi-faceted world of natural diamonds and ignite people's desire for natural

diamonds. The NATURAL DIAMOND COUNCIL strengthens its authoritative role in the

field of natural diamonds by publishing industry trends and sharing messages

and information. It also celebrates the extraordinary creativity embodied by

natural diamond jewellery, and promotes the values upheld by its member

companies and the positive social benefits created by the entire natural

diamond industry.

About Chow Tai Fook Jewellery Group Limited

Chow Tai Fook Jewellery Group Limited (the "Group"; SEHK stock code: 1929) was

listed on the Main Board of The Stock Exchange of Hong Kong in December 2011.

The Group's vision is to become the most trusted jewellery group in the world.

Founded in 1929, the Group's iconic brand "CHOW TAI FOOK" is widely recognised

for its trustworthiness and authenticity, and is renowned for its product

design, quality and value. A long-standing commitment to innovation and

craftsmanship has contributed to the Group's success, along with that of its

iconic retail brand, and has been embodied in its rich 90-year heritage.

Underpinning this success are our long-held core values of "Sincerity •

Eternity".

The Group's differentiation strategy continues to make inroads into diverse

customer segments by catering to a bespoke experience for different lifestyles

and personalities, as well as customers' different life stages. Offering a wide

variety of products, services and channels, the Group's brand portfolio

comprises the CHOW TAI FOOK flagship brand with curated retail experiences, and

other individual brands including HEARTS ON FIRE, ENZO, SOINLOVE and MONOLOGUE.

The Group's commitment to sustainable growth is anchored in its

customer-centric focus and strategies, which are in place to promote long-term

innovation in business, in people and in culture. Another asset underpinning

sustainable growth is a sophisticated and agile business model. This supports

the Group by fostering excellence and extending opportunities along the entire

value chain to communities and industry partners across the world.

With an extensive retail network in Greater China, Japan, Korea, Southeast Asia

and the United States, and a fast-growing e-commerce business, the Group is

implementing effective online-to-offline ("O2O") strategies to succeed in

today's omni-channel retail environment.

source: NATURAL DIAMOND COUNCIL

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   Caption: The Natural Diamond Council Teams Up with Chow Tai Fook to Advocate 'Natural

Diamond Dream'