Strategic Partnership between NDC and Renowned Jewellery Brands in China to Advocate the “Natural Diamond Dream”


12th September 2023

The Natural Diamond Council (NDC) today announced a strategic partnership with two prominent leaders in China: DR Diamond Ring (Darry Ring), the world’s leading engagement ring brand, and LIU GUI FU JEWELRY, a renowned Chinese jewellery brand. Together, they will produce a range of digital content, online and offline communication projects. In addition, they will also leverage their educational capability to empower the industry, while showcasing the intrinsic values of natural diamonds to a global audience. Through these collaborations, the NDC, Darry Ring and LIU GUI FU JEWELRY aim to amplify the core message of the sustainable growth of the industry and advocate the “Natural Diamond Dream”

Natural rough diamonds

As a world-leading industry body, the NDC has consistently upheld its mission of “advancing the integrity of the modern natural diamond industry, and inspiring, educating and protecting the consumer.” Its primary focus revolves around empowering various industry partners for robust growth, showcasing the irresistible values of natural diamonds to global consumers and encouraging individuals to pursue an enhanced quality of life. Since 2021, NDC has established strategic partnerships with top retail brands from around the world including Malabar Gold and Diamonds and Chow Tai Fook and regional leaders like Jawhara Jewellery and La Marquise Jewellery in UAE, Z Bird in China and Jared division of Signet Jewelers, Razny Jewelers and Day’s Jewelers in USA. These collaborations have successfully widened the scope of communication and coverage promoting the intrinsic values of natural diamonds. The cooperative efforts between NDC and all of its official strategic partners are geared towards bolstering consumer confidence and desire for natural diamonds, while also propelling industry development.

The world’s leading engagement ring brand Darry Ring(*), steadfastly adheres to its brand ethos of “loving one person for a lifetime.” Teaming up with internationally acclaimed jewellery designers, they design and craft exquisite, rare natural diamond jewellery pieces with a global perspective. They inspire individuals to courageously pursue true love and romantically portray the precious value and dazzling brilliance of natural diamonds.

Natural Diamond Council and Darry Ring, the world’s leading engagement ring brand, enter into a strategic partnership to advocate the “Natural Diamond Dream.”

Founded in 2006, LIU GUI FU JEWELRY is committed to the brand mission of “inheriting the millennia – old Liugui spirit and creating Eastern jewellery,” aiming to convey the power of Eastern aesthetics through its jewellery. The brand introduced the innovative “Dan Gui Guo Se” model, blending modern jewellery design with the essence of century-old royal craftsmanship. This fusion results in a range of national-treasured jewellery pieces that embody the spirit of the Chinese Osmanthus culture. Employing innovative jewellery designs that are both rich in classical elegance and aligned with contemporary tastes, the brand captures the luxurious and elegant charm of natural diamonds.

Natural Diamond Council and LIU GUI FU JEWELRY enter into a strategic partnership to advocate the “Natural Diamond Dream.”

As retail strategic partners of the NDC, both Darry Ring and LIU GUI FU JEWELRY will fully support promotion and education campaigns around natural diamonds launched by the NDC in China. Their collaborative efforts include the development and promotion of advertising assets, digital assets, social media content and search engine marketing to reveal the core values and emotional significance of natural diamonds underlined by their preciousness, rarity and uniqueness. Meanwhile, they are working in tandem to form valuable new resources collating professional knowledge around natural diamonds to create new industry narratives and educational materials. This joint endeavor is aimed at elevating the sales conversion rate of natural diamonds, fostering greater transparency, and promoting sustainable development. Together they aspire to bring a profound and positive impact to the natural diamond jewellery industry.

“Since its inception, the NDC has maintained close collaborations with retail jewellery brand partners to promote the intrinsic values of natural diamonds. We firmly believe that by joining forces with outstanding partners like Darry Ring and LIU GUI FU JEWELRY, we can enhance consumer understanding and emotional connection with natural diamonds. This not only ignites more consumers’ desire for natural diamonds, but also makes significant contributions to the overall development of the natural diamond jewellery industry. Furthermore, it serves to amplify the global prominence of natural diamonds,” noted Mabel Wong McCormick, Managing Director of the Natural Diamond Council for Greater China.

Darry Ring’s CEO, Wendy, said: “Darry Ring is deeply honored to partner with the NDC and participate in the ‘Thank You, By The Way’ industry campaign. Darry Ring not only holds the position of the world’s leading engagement ring brand but also remains dedicated to reserving customers with a lifelong commitment to true love. We advocate the core values of ‘loving one person for a lifetime’ and strive to create enduring symbols of love and offer romantic services to our customers. Consequently, only exceptionally rare natural diamonds formed over millions or even billions of years, are worthy of carrying such a precious commitment. Through our alliance with the NDC, Darry Ring aims to use this partnership with the Natural Diamond Council as a means to convey the values of sustainable development for natural diamonds and the belief in true love to a broader audience. We aspire to make the world of love even more beautiful and contribute to the enhancement of the environment upon which our existence depends.”

Ms. Wang Ling, President of Liu Gui Fu Group, said: “Dedicated to creating Eastern jewellery with the millennia-old Liugui spirit and a century of royal craftsmanship, LIU GUI FU JEWELRY has been forging its development for over decades and has now become a frontrunner in the industry. We are committed to tracing the roots of national-treasured jewellery designs and representing Eastern culture. Our brand has always positioned itself as ‘Eastern cultural jewellery’, crafting national-treasured designs with natural diamonds and setting a paradigm for brands through the ‘Liugui elegance.’ We look forward to collaborating with the NDC to jointly promote natural diamonds and the Eastern culture. By blending the rare and ever precious quality of natural diamonds with countless enduring pieces of Chinese jewellery, we aim to convey the infinite charm of Eastern culture to the world and bring prosperity to China’s jewellery industry.”

As living standards and consumers’ purchasing power continue to rise, the enduring and radiant allure of natural diamonds has gained increasing favor among consumers. Through partnerships with multiple jewellery retail brands, the NDC is showcasing the mesmerizing qualities of natural diamonds to a wide spectrum of consumers. This collaborative endeavor not only fosters a deep appreciation for the oldest treasures of Mother Nature, but also encourages individuals to cherish the symbolism of eternity and beauty that these diamonds represent.

About The Natural Diamond Council:

The Natural Diamond Council (NDC) inspires and informs consumers about the incredible world of natural diamonds through its Only Natural Diamonds platform. The platform is the authoritative publisher on all things natural diamonds including celebrities and pop culture, epic diamonds and jewellery trends, engagements and weddings, and diamond buying guides.

The NDC supports the integrity of the natural diamond industry by providing transparency and insight on the progress of this sector and its commitments to further betterment. NDC is global organization whose members’ operations span four continents and ten countries including Canada, South Africa, and Botswana. Their operations support the livelihood of 10 million industry employees and their families around the world.

The NDC operates in the US, China, India, UAE, and Europe.

About Darry Ring

According to global market research firm Frost & Sullivan’s global data analysis, Darry Ring is recognized as the world’s foremost engagement ring brand(*). Carrying the brand mission of “making love even more beautiful,” Darry Ring established a global romantic tradition at its inception: men are allowed to customize only one ring in their lifetime, symbolizing “A Lifetime, A Sole and True Love.” Darry Ring engagement rings encourage everyone to bravely pursue true love and advocate the belief in ‘loving one person for a lifetime.’ Collaborating with internationally renowned jewellery designers at the Darry Ring Paris Design Center, we design jewellery pieces from a global perspective that are capable of expressing true love. Currently, Darry Ring engagement ring boutiques, exceeding 600 globally, span across more than 200 cities in Mainland China, Hong Kong, and Paris, France.


Founded in 2006 by Mr. Weng Guoqiang, a descendant of the Liugui family, LIU GUI FU JEWELRY is deeply rooted in the millennia-old Liugui culture, while inheriting the essence of century-old royal craftsmanship. Committed to marrying Eastern culture and aesthetics into jewellery designs, LIU GUI FU JEWELRY pioneers new paths in the jewellery industry under the banner of “nation-treasured designs”. With its own unique “Liugui elegance”, it sets the standard for Chinese counterparts. By integrating traditional craftsmanship with modern technology, the brand creates nation-treasured jewellery that meets contemporary aesthetic standards, delivering blessings and goodwill. Now, LIU GUI FU JEWELRY boasts nearly a thousand stores, spanning more than 300 large and medium-sized cities across China. It has evolved into a large-scale jewellery conglomerate engaged in diverse activities such as jewellery research and development, design, customization, wholesale, retail, and franchising.

*: Data source: Global renowned market research firm Frost & Sullivan. According to research data conducted between 2020 and 2022, focusing on global engagement ring sales volume, and completed in July 2023, professional engagement ring brands are defined as those whose primary revenue source is not the sale of precious metals but specialized diamond jewellery brands.