Chinese media and influencers engaged in in-depth discussions with De Beers executives, experiencing the brilliant world of natural diamonds.

HONG KONG SAR - Media OutReach Newswire – 4 November 2024 - De Beers Group recently invited media representatives from Mainland China and Hong Kong, key retail partner executive from Chow Tai Fook Group, and influencers based in London to visit the Group's headquarters office at 17 Charterhouse Street. The immersive experience delved into the intricate world of natural diamond, its culture and timeless beauty in the city of London, hub of where tradition and modernity coexist harmoniously. In order to better convey the charm and allure of natural diamonds to participants, senior executives from key departments and teams of De Beers Group were present at the event to deliver speeches, while tutors from the De Beers Institute of Diamonds guided attendees in practical exercises. Additionally, two London based artists collaborated to convert the 6th floor of the Group's headquarters office into an exclusive workshop space. A two-day natural diamond workshop was hosted in this unique setting. Through this comprehensive experience, media representatives, retail partners, and influencers gained a deep cultural understanding of natural diamonds and are now poised to spread the endless charm and timeless beauty of natural diamonds with a broader audience. De Beers Group representatives attending the events included Sandrine Conseiller, CEO of De Beers brands; Sally Morrison, Natural Diamond Market Lead; Loletta Lai, PR Director Natural Diamonds APAC; Wesley Trucker, CEO of Tracr; Jodine Bolden, Director of Education of De Beers Institute of Diamonds; Spark Wu, Gemology Associate Director APAC; and Rebecca Collacott, Head of Sustainability Integration. Throughout the morning presentations, various speakers from the Group's core teams presented on a wide array of topics, including natural diamond knowledge, the "Building Forever" strategy, diamond traceability, grading and identification, and diamond education. These presentations effectively highlighted De Beers' pioneering position as a leader in the diamond industry and its ongoing commitment to promote the cultural significance of natural diamonds to the public. As key members of the natural diamond social campaign collaboration between De Beers Group and Chow Tai Fook, Alan Chan, Chief Brand Officer of Chow Tai Fook Group, was joined by eight top-tier fashion, jewellery and lifestyle influencers from London and Paris to participate in the workshop. Sandrine Conseiller, CEO of De Beers Brands, attended the workshop and said: "China is a market that we have always valued and respected. We hope that through this natural diamond workshop, we can provide the media friends with a deeper understanding of natural diamonds and their industry and help us guide the public to establish a correct understanding of natural diamonds and enhance consumers' fondness for this category." Sally Morrison, Natural Diamond Market Lead at De Beers Group, emphasized: "The Chinese market has always been a core component of De Beers Group's global strategy. As the world's second-largest consumer market for natural diamonds, the enthusiasm of Chinese consumers for natural diamonds continues to grow, which motivates us to redouble our efforts to establish a deeper emotional connection with consumers through innovative ways." Loletta Lai, PR Director Natural Diamonds APAC at De Beers Group, said: "It is a pleasure to invite a group of media and influencers to the De Beers London headquarters for an in-depth experience of the culture of natural diamonds. In recent years, targeting consumers of different age groups in the Asia-Pacific region, De Beers Group has worked with media and social media influencers to promote consumer education about natural diamonds, producing a lot of in-depth and creative content." The art installations at the workshop were created by two London-based artists, Annette Fernando and Temsuyanger Longkumer, who drew inspiration from natural diamonds to showcase their multifaceted nature and...