In an open letter to the industry, David Kellie, CEO of the Natural Diamond Council (NDC), talked about the organization’s new partnership with jewellery retailer Chow Tai Fook and the state of the diamond jewellery market in the US.
Regarding the partnership with Chow Tai Fook (CTF), which holds 4,500 retail locations worldwide, Kelli said: “This multi-year partnership provides for a significant investment in marketing, advertising, visual merchandising and sales professional education, building CTF’s reputation as the destination for the natural diamond dream”.
He then said that the US diamond jewelry market “continues to be exceptionally strong”, with all key retail performance indicators pointing “to an undoubtedly positive first four months of the year, even when compared to a base year of 2019.” Kellie added: “The numbers support our strongly held beliefs that consumer engagement and desire for diamonds remains very high, confirming our strategies to engage consumers predominantly through the multitude of digital channels with culturally relevant content for a millennial audience […]”.
