De Beers Group and Chow Tai Fook Launch Desert Rose Collection at JGW
De Beers Group and Chow Tai Fook have jointly unveiled the Desert Rose collection at Jewellery & Gem WORLD Hong Kong (JGW), marking the latest development in their long-standing partnership and collaboration around the Desert diamonds campaign in China.
Inspired by desert rose formations and the resilience of succulent plants growing in arid environments, the collection translates the character and vitality of desert landscapes into contemporary jewellery.
The Desert Rose collection comprises 20 pieces and is now available at selected Chow Tai Fook stores across 25 cities in China.
Al Cook, CEO of De Beers Group, commented: “Chow Tai Fook has been a key partner since becoming a De Beers Group Sightholder in 1973. With this new Desert Rose collection, we are delighted to continue working closely together to grow consumer desire in China. Chow Tai Fook and De Beers are both passionate about consumer trust. We are committed to protect and promote the enduring value of natural diamonds.”
Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group, added: “The Desert Rose collection celebrates the resilience and individuality of today’s women, with designs inspired by the beauty and vitality of desert life. Through our joint effortswith De Beers Group, we are confident in bringing the distinctive character of Desert diamonds to more consumers and inspiring a deeper appreciation of their lasting value.”
Expanding Natural Diamond Engagement in China
De Beers Group and Chow Tai Fook have collaborated over recent years on natural diamond campaigns, employee training and in-store activations across China.
The companies are now preparing a new initiative focused on strengthening consumer confidence in the long-term value of natural diamonds. The initiative also aligns with the Chinese government’s focus on consumption upgrading and the evolving role of premium products in the country’s consumer and lifestyle landscape.
Desert-Inspired Jewellery Takes Centre Stage at JGW
Beyond the Desert Rose collection, De Beers Group’s immersive exhibition space at JGW showcases Desert diamond loose stones and jewellery within bamboo-weave displays created by artist Xu Mingyu.
The bamboo installation draws inspiration from desert dunes and diamond facets. Bamboo weaving is recognised as part of China’s intangible cultural heritage, and the installation connects traditional craftsmanship with natural diamonds while reflecting De Beers Group’s Building Forever commitment.
The exhibition also features Tracr diamond verification technologies and initiatives supporting rhino conservation, bringing together elements of diamond provenance, craftsmanship and conservation within the JGW experience.
Through the Desert Rose collection and their wider collaboration, De Beers Group and Chow Tai Fook continue to explore contemporary expressions of natural diamonds while highlighting their heritage, craftsmanship and enduring value.
The collaboration reinforces the two companies’ long-established relationship and their shared focus on natural diamonds in contemporary jewellery and culture, carrying forward the enduring message: A Diamond Is Forever.
