HONG KONG , 12 September 2023 /PRNewswire/ — The Natural Diamond Council (NDC) today announced a strategic partnership with two prominent industry leaders: DR Diamond Ring (Darry Ring), the world’s leading engagement ring brand(*), and LIU GUI FU JEWELRY, a renowned Chinese jewellery brand.
In addition, they will use their educational capabilities to strengthen the industry while showcasing the intrinsic value of natural diamonds to a global audience. Through these collaborations, the NDC, Darry Ring and LIU GUI FU JEWELRY aim to reinforce the core message of sustainable growth for the industry and advocate the “Natural Diamond Dream”.
As the world’s leading international trade association, the NDC has consistently upheld its mission to “promote the integrity of the modern natural diamond industry and to inspire, educate and protect the consumer”. Its primary focus is to empower diverse industry partners to achieve robust growth, showcase the irresistible values of natural diamonds to global consumers, and encourage individuals to pursue a higher quality of life.
Since its official name change in 2020, NDC has created various digital content on natural diamonds, which has attracted over five million consumer views and sustained engagement across various platforms every month. In 2021, NDC forged an exclusive strategic partnership with Chow Tai Fook Jewellery Group for the first time, followed by a strategic partnership with Zbird in 2022. These collaborations have successfully expanded the communication and coverage of the promotion of the intrinsic value of natural diamonds.
The collaborative efforts between the NDC and all its official strategic partners are aimed at strengthening the market’s confidence and desire for natural diamonds, while driving industry development and encouraging more consumers to appreciate and invest in natural diamonds.
The world’s leading engagement ring brand, Darry Ring(*), remains true to its brand ethos of “loving someone for life”. Working with internationally acclaimed jewellery designers, they design and create exquisite, rare natural diamond jewellery with a global perspective. They inspire people to boldly pursue true love and romantically portray the precious value and dazzling brilliance of natural diamonds.
Established in 2006, LIU GUI FU JEWELRY is committed to the brand mission of “inheriting the ancient Liugui spirit and creating Eastern jewellery”, and aims to convey the power of Eastern aesthetics through its jewellery. The brand introduced the innovative “Dan Gui Guo Se” model, which fuses modern jewellery design with the essence of centuries-old royal craftsmanship. This fusion results in a range of nationally treasured jewellery pieces that embody the spirit of Chinese Osmanthus culture. With innovative jewellery designs that are both rich in classic elegance and in tune with contemporary tastes, the brand captures the luxurious and elegant charm of natural diamonds. With a heart for preserving artistic craftsmanship, LIU GUI FU JEWELRY brings blessings to the people who wear its jewellery.
As strategic retail partners of the NDC, both Darry Ring and LIU GUI FU JEWELRY will fully support the promotion and education campaigns on natural diamonds launched by the NDC in China. Their joint efforts will include the development and promotion of advertising materials, social media content and search engine marketing to showcase the core values and emotional significance of natural diamonds, highlighting their preciousness, rarity and uniqueness. In this way, consumers are invited into the spectacular world of natural diamonds.
Meanwhile, they are working together to create valuable new resources, bringing together expertise on natural diamonds to create new industry narratives and educational materials. This collaborative effort aims to increase the sales conversion rate of natural diamonds, foster greater transparency and promote sustainable development. Together, they aim to have a profound and positive impact on the natural diamond jewellery industry.
“Since its inception, the NDC has worked closely with retail jewellery brand partners to promote the intrinsic value of natural diamonds. We believe that by joining forces with outstanding partners such as Darry Ring and LIU GUI FU JEWELRY, we can enhance consumers’ understanding and emotional connection with natural diamonds. This will not only stimulate more consumers’ desire for natural diamonds, but also make a significant contribution to the overall development of the natural diamond jewellery industry. It also serves to enhance the global significance of natural diamonds,” said Mabel Wong McCormick, Managing Director of the Natural Diamond Council for Greater China.
Darry Ring CEO Wendy said: “Darry Ring is deeply honoured to partner with the NDC and participate in the ‘Thank You, By The Way’ industry campaign. As well as being the world’s leading engagement ring brand, Darry Ring remains committed to providing customers with a lifelong commitment to true love. We embrace the core values of ‘loving one person for life’ and strive to create lasting symbols of love and provide romantic services to our customers. Consequently, Only exceptionally rare natural diamonds, formed over millions or even billions of years, are worthy of 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 of communicating the values of sustainable development for natural diamonds and the belief in true love to a wider audience. We strive to make the world of love even more beautiful and to contribute to the improvement of the environment on which our existence depends.
Mrs Wang Ling, President of 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 Jewellery has been developing for over decades and has now become a leader in the industry. We are committed to tracing the roots of nationally treasured jewellery designs and representing Eastern culture. Our brand has always positioned itself as “Eastern cultural jewellery”, creating national treasure designs with natural diamonds and setting a paradigm for brands through “Liugui elegance”. We look forward to working with the NDC to jointly promote natural diamonds and Eastern culture. By combining the rare and ever-valuable 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.
As consumers’ living standards and purchasing power continue to rise, the enduring and radiant appeal of natural diamonds has become increasingly popular with consumers. Through partnerships with various jewellery retail brands, the NDC is showcasing the captivating qualities of natural diamonds to a wide range of consumers. This collaborative effort not only fosters a deep appreciation for Mother Nature’s most ancient treasures, but also encourages individuals to cherish the symbolism of eternity and beauty that these diamonds represent.
In the coming years, the NDC looks forward to further strengthening and expanding its collaboration with industry partners. Committed to the positive empowerment and rigorous protection of the industry, the NDC is working with its partners to promote transparency and sustainable development. Together with its domestic retail partners, the NDC plans to increase promotional and educational campaigns around natural diamonds. In addition, the NDC will extend its support to other areas, including promotional materials, social media content and search engine marketing. Through these efforts, the NDC aims to enhance communication between consumers and jewellery retail brands, showcasing the brilliant world of the “Natural Diamond Dream”.
