| Hong Kong Jewellery 香港珠寶
Search
News & Highlight

News

  1. Q1 Gold Jewellery Demand Soft, Says WGC
  2. Jewellery Buying Groups Formed New Global Alliance
  3. Singapore to Host Jewellery & Gem World 2022
  4. ‘Wonder Woman’ Gal Gadot Premiered in Tiffany’s 2022 High Jewellery Collection
  5. Christie’s to Auction ‘The Light of Africa’ for $18M in June
  6. New Board of Directors were elected to Jewellery Exporters Association of Turkey
  7. Oroarezzo back with Première Competition
  8. ‘De Beers Blue’ auctions US$57.5M at Sotheby’s
  9. CTF launches Mother’s Day collection
  10. Jewelers of America Announces The 2022 CASE Award Winners
  11. De Beers: Diamond Businesses Staying Cautious About Business Expectations
  12. Synthetic Alexandrite Pioneer David Patterson Dies at 89
  13. 205 CARAT FANCY INTENSE YELLOW DIAMOND GENEVA MAGNIFICENT JEWELS | 11 MAY 2022
  14. Rebecca Foerster Appointed As President of Hearts On Fire
  15. US Steps Up Sanctions Against Alrosa
  16. PGI Study Findings: Consumers Have Different Interpretations of Sustainability
  17. Irving Wong Appointed as Pandora’s General Manager For China
  18. Rolex’s 6 New Watches Unveiled at Watches & Wonders Geneva
  19. Sixième Sens par Cartier High Jewellery: Heteractis Ring
  20. Will Russian Diamond Ban Help Foster Lab-Grown Diamond Business?
  21. Press Release: Ariana DeBose, Hunter Schafer and Zoey Deutch Shine in De Beers Jewellers at the Vani
  22. Press Release: Ariana DeBose, Hunter Schafer and Zoey Deutch Shine in De Beers Jewellers at the Vani
  23. JEWELLERY GENEVA Takes Place between 30 March and 3 April 2022
  24. Christie’s Presents 228 carat White Dimond
  25. Gold Bar Integrity Programme to be Implemented
  26. Press Release: BONHAMS ANNOUNCES ACQUISITION OF BRUUN RASMUSSEN AUCTIONEERS – DENMARK’S LEADING AUCT
  27. Early Spring Fashion for Natural Diamonds
  28. Jennifer Garner Shines in De Beers Jewellers at the Premiere in New York
  29. To celebrate its 15th anniversary, “Cartier Women’s Initiative Impact Report”
  30. American Gem Trade Association Announces Partnership with JCK Show Again
  31. Chow Tai Fook and Canada's Mountain Province Diamonds Sign Supply Agreement
  32. Registration Is Open for 2022 JCK Show
  33. Alrosa Caught Up in U.S. Sanctions
  34. Tawhid Abdullah Receives Lifetime Achievement Award
  35. The Largest Blue Diamond Appears at Sotheby’s Auction
  36. Price Rise for Nearly 90% Of Fancy Colour Last Year
  37. Dickson Yewn’s Collectibles Given for Sotheby’s Charity Auction
  38. De Beers Boosts Production
  39. Watches & Wonders Geneva To Be Held In Hybrid Format
  40. Jewellery, Gem & Technology Dubai to Debut February
  41. Hong Kong Losing its Dominance as the World's Largest Watch Market
  42. Gift Guide for CNY
  43. Press Release: Sotheby’s Announces New Appointments To Luxury Team In ASsia
  44. Georg Jensen Becomes a Certified Member of RJC
  45. 555.55-carat Black Dimond Unveiled at Sotheby’s Auction
  46. GIA Appoints Anna Martin as SVP for Institute, Industry Relations
  47. Alrosa Boosts Direct Sales of Fancy Diamonds to Investors
  48. CIBJO General Assembly postponed to March 17 and 18, 2022
  49. 7,525 Carat Emerald Discovered
  50. Karl Lagerfeld Jewellery Collections to Shine
  51. Diamonds Travel To The Space
  52. Vicenzaoro January postponed to March
  53. America’s Youngest Jeweller Starts Business via Instagram
  54. Concerns over conflict gold arise again
  55. The 1st International Gemstone & Diamond Trade Summit Wraps Up in Macao
  56. The Knot’s Study:Over 30% of Respondents Say Natural Diamond Unimportant
  57. Pantone’s 2022 Colour of the Year: Very Peri
  58. Phillips Jewellery Auctions Fetch over HK$181 Million
  59. The World’s First Pure Gold Castle of Magical Dreams by CHOW TAI FOOK
  60. Jewellery Sales Jumped 78% During the Thanksgiving Holiday
  61. Gem Auctions DMCC’s Debut Auction Successful
  62. Cartier’s Christmas Tree Lights Up the City with Love and Hope
  63. Rediscovering Lacloche in Hong Kong
  64. Blue diamonds to lead Christie’s HK autumn sale
  65. JMA show to stage next Thursday
  66. HK auction to help Cambodian kids
  67. Basel fair cancelled again
  68. HKDI show to continue in Dec
  69. Gemfields sells 7,500-carat emerald for good
  70. Sustainability is key to diamond purchases, a report says
  71. Christie’s Geneva jewellery sale fetches CHF53.7m
  72. Cibjo forms working group on fei cui standards
  73. Only Watch raises CHF30m for DMD research
Read More...


HIGHLIGHT

  1. US market unfolds changes and potential
  2. The queen of gems, the gem of queens
  3. Classics return

Advertisement

  • Poster of DPA’s celebrity reality show ‘happiness trio’featuring flash marriage couple Barbie Hsu and Wang Xiaofei
  • Interface of‘Diamond Exploration’
  • Free coffee and fortune cookies with question papers at pop-up Real is Rare Café
  • Real is Rare Café ’s visitors trying Chow Tai Fook’s T Mark jewellery
  • DPA invited KOL couples to share their love stories on Tencent Video

DPA reviews promotions in China

The Diamond Producers Association (DPA) interviewed about 100 millennials in Beijing, Shanghai, Chengdu, Shenyang and Zhanjiang in 2017 with two conclusions: They crave for a long-lasting relationship but are clueless about how to maintain it; they long for diamonds without knowing its symbolic meaning in addition to its inspirational role in daily life. To strengthen the connection between diamonds and sincere relationships in millennials’ minds, DPA has launched the ‘Real is Rare, Real is a Diamond’ marketing campaign in China in 2018 with a wide range of projects such as online training guides, celebrity reality shows, online games, KOL sharings and experience rooms.

Promotion flashback

According to the National Bureau of Statistics, the marriage rate in China has declined for five consecutive years. Meanwhile, the divorce rate has risen for 15 consecutive years, which means 38 in every 100 couples apply for a divorce. DPA’s celebrity reality show ‘Happiness Trio’ which broadcasted on Tencent Video featured three married celebrity couples: actors, Jiang Qinqin and Chen Jianbin who have married for over 10 years, national table tennis players, Ai Fukuhara and Chiang Hungchieh and flash marriage couple Barbie Hsu and Wang Xiaofei. With 1.5 billion total broadcast frequencies, the show allows audience to reflect on love and marriage by unveiling how the couples get along well with each other. During the show, Chiang asked Ai why she wore the wedding ring when she was cooking. Ai said it felt like he was beside her all along which helped her cook better. The interaction between couples encourages audience to take their wedding rings out of the drawer and let them sparkle ever after the proposing second as a witness of love. 

In September 2018, DPA launched an online training guide named “Diamond Exploration” on WeChat to offer diamond knowledge in a fun and reader-friendly way such as the pressure requires to form a diamond is equivalent to the weight of the Eiffel Tower turning upside down. A total of 815 users and more than 20 retailers registered for the programme in just three months with nearly half of them finished all available courses. In view of the success, DPA launched an e-learning programme titled ‘Behind the Brilliance of Diamonds’ for retailers in the United States providing them with educational materials about diamonds for story-telling. 

Apart from promotion campaigns on social media platforms, a nine-day pop-up Real is Rare Café was opened in Shanghai during the Christmas season. Visitors could enjoy free drinks and fortune cookies with questions such as “When was the last time you feel loved” inside, allowed couples to look back at the heartwarming moments which were neglected by an occupied life and dive deeper into each other's views and values via their answers. DPA cooperated with Chow Tai Fook and let visitors to try its T Mark jewellery on. The event recorded more than 1,000 cherished and loving moments.

Mabel Wong McCormick, managing director of DPA Greater China said the campaigns in 2018 received 2.8 billion total impression and 87 million paid media unique reach. She said: “DPA’s promotion theme in 2018 is Live in Love. It encourages people to discover, protect and celebrate love which gave birth to the Protection and Celebration of Precious Love, the promotion theme of 2019. DPA encourages consumers to express and protect their love regardless of their stage of life.” She added that this year’s goal is to team up with retailers and key opinion leaders to promote on different platforms. She aspires to strengthen customers’ emotional connection with diamonds, educate them the rarity and preciousness of diamonds and encourage the development of natural diamond industry in China.

← Back