De Beers Group and Chow Tai Fook Jointly Launch Desert Rose Collection at JGW

De Beers Group and its strategic partner Chow Tai Fook have unveiled the Desert Rose collection at Jewellery & Gem WORLD Hong Kong.

Justin Tomlinson

Editor-in-Chief, Mora Discover

2 sources
De Beers Group and Chow Tai Fook Jointly Launch Desert Rose Collection at JGW

De Beers Group has officially unveiled its Desert Rose collection in collaboration with Chow Tai Fook at Jewellery & Gem WORLD Hong Kong (JGW). Announced in Hong Kong SAR on September 18, 2026, the launch signifies the most recent milestone in the well-established ongoing partnership between the two jewellery organizations.[1][2]

Within the collaboration, Chow Tai Fook serves as the strategic partner for the De Beers Group Desert diamonds campaign in China. The joint presentation of the Desert Rose collection at the JGW industry trade event highlights the continued development of their joint initiatives and market presence in the region.[1][2]

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