De Beers, the renowned diamond jewelry brand, has announced Chinese actress Zhao Liying as its brand spokesperson. The announcement was made as part of the “De Beers Where It Begins” campaign, which aims to explore the journey of diamonds from their rough state to exquisite jewelry.
The campaign highlights De Beers’ commitment to sourcing diamonds from reliable and ethical sources, ensuring that they bring positive and sustainable benefits to both humans and the environment. Just like Zhao Liying’s dedication to her craft, the campaign emphasizes the importance of continuous growth and staying true to one’s original intentions.
Céline Assimon, CEO of De Beers Jewelry, expressed her excitement about Zhao Liying joining the De Beers family. She praised the actress for constantly breaking through barriers and showcasing the unlimited potential of women. Assimon believes that Zhao Liying’s unique characteristics align perfectly with De Beers’ love for natural diamonds and excellent craftsmanship.
Zhao Liying, in turn, expressed her honor at becoming the spokesperson for De Beers. She acknowledged the profound symbolic meaning of diamond jewelry and its representation of precious moments in life. The actress also highlighted the similarity between the transformation of De Beers diamonds and her own career journey, expressing her belief that this collaboration will further enhance her stage presence.
The brand new image advertisement featuring Zhao Liying will be unveiled on Chinese Valentine’s Day in 2023. De Beers and Zhao Liying aim to create shining moments together, guided by love and infinite vision.
De Beers Jewelry, with its flagship store in London’s Old Bond Street, is known for its luxury and excellence in diamond jewelry. The brand selects only the most magnificent diamonds in the world and creates timeless masterpieces through innovative designs and craftsmanship. De Beers Group is committed to making a positive impact on local communities and the environment, striving for a fairer, safer, and cleaner world.
The Enchanted Lotus series, inspired by the lotus flower’s purity and perfection, symbolizes the eternity of life. Zhao Liying appeared wearing De Beers’ iconic Enchanted Lotus series jewelry, showcasing the beauty of purity and elegance. The blooming lotus pattern, combined with Zhao Liying’s elegant style, exudes confidence and grace.
De Beers jewelry has 36 boutiques in 13 countries and regions worldwide, and their products are also available for purchase online on their official website.
With the collaboration between De Beers and Zhao Liying, the stage is set for a shining journey filled with love and infinite possibilities.
In what ways does the “De Beers Where It Begins” campaign aim to raise awareness about the importance of ethical sourcing and sustainable practices in the diamond industry
Pushing boundaries in her career, much like how De Beers is committed to pushing boundaries in the diamond industry.
Zhao Liying, a popular actress in China known for her talent and versatility, will be the face of De Beers in China. With her charm and elegance, she embodies the values and spirit of the brand. The partnership aims to strengthen De Beers’ presence in the Chinese market, where there is a growing demand for high-quality diamond jewelry.
Through the “De Beers Where It Begins” campaign, the brand aims to educate consumers about the journey of diamonds and the importance of ethical sourcing. De Beers has long been committed to ensuring that their diamonds are sourced responsibly, adhering to strict environmental, social, and governance standards. By partnering with Zhao Liying, De Beers hopes to engage Chinese consumers and raise awareness about the importance of sustainable practices in the diamond industry.
The campaign also aims to inspire individuals to stay true to their original intentions and continue growing. Just like how diamonds undergo a transformation from their rough state to become stunning pieces of jewelry, individuals can also undergo personal growth and transformation, staying true to their values and aspirations. By choosing Zhao Liying as their spokesperson, De Beers wants to convey this message of continuous growth and personal authenticity.
The partnership between De Beers and Zhao Liying marks a significant milestone for both. De Beers strengthens its position in the Chinese market, while Zhao Liying, a respected and influential figure in the entertainment industry, expands her reach and aligns herself with a brand known for its excellence and innovation.
Overall, the announcement of Zhao Liying as the brand spokesperson for De Beers showcases the brand’s commitment to sustainability and responsible sourcing, while also aligning with a successful and inspiring figure in the entertainment industry. This partnership aims to educate and engage Chinese consumers, as well as inspire individuals to stay true to their original intentions and continue growing.
