It additionally comes as Chow Tai Fook, which has greater than 4,500 shops in East Asia and the USA, plans to increase its world footprint.
“Considered one of our key priorities this 12 months is to work intently with pure diamond retailers to guard and convey the genuine and distinctive fantastic thing about pure diamonds collectively,” David Kellie, CEO of the Pure Diamond Council, said in the statement.
“I’m assured that this partnership will solidify the values of and forge shoppers’ need for pure diamonds,” Chan Sai-Cheong, managing director (Mainland China) of Chow Tai Fook Jewelry Group added.
Earlier this month, the world’s greatest jeweller Pandora dealt a blow to diamond miners by announcing it would no longer sell mined gems, however solely man-made ones.
Since 2011, when costs peaked thanks to China’s younger shoppers, diamonds have faltered. Lab-grown stones, initially priced confusingly near the true factor, posed a problem.
The NDC, till 2020 generally known as the Diamond Producers Affiliation, focuses on advertising mined rocks and its funded by its members: ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Rio Tinto and RZM Murowa.