Chow Tai Fook and the Natural Diamond Council (NDC) are to work together to promote mined diamonds in China.
It’s the first time the NDC has announced a partnership with a retailer. It describes it as “a multi-year partnership (that) provides for a significant investment in marketing, advertising, visual merchandising and sales professional education.”
Chow Tai Fook, based in Hong Kong, is the world’s largest jewelry retailer with over 4,500 outlets.
The move points to its desire to expand from its core business of high karat yellow gold into diamonds and beyond.
David Kellie, CEO of the NDC, said Chow Tai Fook seemed set to embark on a “significant expansion plan across China in terms of total retail units and in the size of its fine jewelry offering as well.”