De Beers and Chow Tai Fook Unveil Desert Rose Collection
De Beers Group and Chow Tai Fook have unveiled the Desert Rose collection at Jewellery & Gem WORLD Hong Kong (JGW).
The launch marks the latest step in the companies’ long-standing partnership and their collaboration around the Desert diamonds campaign in China.
The collection draws inspiration from desert rose formations and resilient succulent plants that thrive in arid environments. As a result, its designs translate the character and vitality of desert landscapes into contemporary jewellery.
The Desert Rose collection features 20 pieces. It 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.”
De Beers and Chow Tai Fook Expand Natural Diamond Engagement
De Beers Group and Chow Tai Fook have worked together on natural diamond campaigns, employee training and in-store activations across China.
The companies are now preparing a new initiative to strengthen consumer confidence in the long-term value of natural diamonds.
The initiative also aligns with China’s focus on consumption upgrading. Furthermore, it reflects the changing role of premium products in the country’s consumer and lifestyle landscape.
Desert-Inspired Jewellery Takes Centre Stage at JGW
The Desert Rose collection forms part of De Beers Group’s wider presence at JGW.
The company’s immersive exhibition space showcases Desert diamond loose stones and jewellery within bamboo-weave displays created by artist Xu Mingyu.
The bamboo installation takes inspiration from desert dunes and diamond facets. At the same time, it connects traditional Chinese craftsmanship with natural diamonds.
Bamboo weaving forms part of China’s intangible cultural heritage. Therefore, the installation also reflects De Beers Group’s Building Forever sustainability commitment.
The exhibition also features Tracr diamond verification technologies and initiatives supporting rhino conservation.
Together, these elements bring diamond provenance, craftsmanship and conservation into the JGW experience.
Natural Diamonds Meet Contemporary Jewellery
Through the Desert Rose collection and their wider partnership, De Beers Group and Chow Tai Fook continue to explore contemporary expressions of natural diamonds.
The collaboration also highlights diamond heritage, craftsmanship and enduring value. Moreover, it reinforces the companies’ long-standing relationship and shared focus on natural diamonds in contemporary jewellery and culture.
The partnership carries forward the enduring message: A Diamond Is Forever.
