Recently, the “September Hong Kong Jewellery & Jewellery Fair” was held in Hong Kong. The CEO of De Beers Group said in an exclusive interview that the Chinese market has huge consumption potential. The De Beers brand strives to tell the story of natural diamonds to a new generation of Chinese consumers and promote the expansion of diamond consumption from weddings to important moments of happiness and life. The new “Desert Diamond” uses the golden yellow color of the African desert to echo individuality. Every natural diamond purchased in the Chinese market contributes a small amount of energy to improving people's livelihood and wildlife conservation in the African region. Meanwhile, the Shanghai Diamond Exchange signed the “Beijing Initiative for Natural Diamonds and Sustainable Development” in Beijing with representatives of the three governments of Botswana, Namibia, and South Africa, as well as representatives of the Chinese and foreign natural diamond industry. The goal is to use diamonds as a link to build a sustainable bridge between the Chinese and African industries.

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