De Beers Group launches Desert Rose collection with Chow Tai Fook
De Beers Group partnered with retailer Chow Tai Fook to launch the Desert Rose collection at the Jewellery and Gem World exhibition in Hong Kong
De Beers Group unveils the Desert Rose jewelry collection in collaboration with Chow Tai Fook at the Jewellery & Gem WORLD Hong Kong (JGW) event. The 20-piece collection draws inspiration from desert rose formations and succulent plants, embodying the resilience of desert life. With a presence in 25 Chinese cities, the collection joins their ongoing partnership, now in its third decade.
Al Cook, CEO of De Beers, expressed delight in continuing their collaboration to boost consumer desire in China. Both companies emphasize their commitment to consumer trust and the enduring value of natural diamonds. Chow Tai Fook's COO, Annie Wong, highlighted how the collection celebrates women's resilience and individuality through these designs.
The two companies have previously collaborated on natural diamond campaigns, staff training, and in-store activations, now expanding their efforts with initiatives aimed at strengthening consumer confidence in the long-term value of natural diamonds. De Beers Group's JGW exhibition space features Desert diamond loose stones and jewellery, as well as rhino conservation initiatives, highlighting the significance of natural diamonds in contemporary life and culture.
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