De Beers Jewellers names new Chinese brand ambassador

Luxury jewellery house De Beers has named Chinese actress Zhao Liying (pictured right) as its new brand ambassador, whose first campaign for the brand will debut in Fall 2023.

According to the company, Zhao was chosen as her natural radiance and spirit of limitless possibility encapsulate the house's unique DNA. Embodying the purity and timeless beauty for which De Beers diamonds are known, Zhao radiates a sense of optimism and confidence as she wears jewellery from the House's signature Enchanted Lotus collection.

Born in Langfang, China, Zhao rose to fame in television dramas before appearing in feature films. Having won numerous Best Actress accolades, she gained favour among fans for her adaptable and elegant style, attributes that come to the fore in her latest role as De Beers' brand ambassador.

Commenting on the appointment, Céline Assimon, CEO of De Beers Jewellers said: "We are delighted to welcome the exquisitely talented Zhao to the De Beers family. Fans who have followed Zhao throughout her career have witnessed her transformation from a young, raw talent to a celebrated icon of television and film. Not only does she possess natural magnetism; her accomplishments as an actress are testament to her perseverance and dedication to achieving her unlimited potential. Zhao's unique journey and brilliant achievements excite and inspire us."

"I am honoured to join De Beers as brand ambassador. Jewellery is hugely symbolic: it marks the most important moments in our lives. As magical treasures of nature, diamonds have a powerful energy that makes me feel strong and empowered when I wear them. The magnificent transformation of a De Beers diamond is similar to my own experience of growing from the girl next door to a multifaceted, leading actress, and I am proud that De Beers recognises our shared values. This new partnership represents a world of exciting possibilities," said Zhao.

Founded in London, De Beers claims to be the only luxury house with a direct connection to the source of diamonds. The brand is also committed to ensuring that all its diamonds are responsibly sourced and benefit people and the planet at every stage.

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MARKETING-INTERACTIVE has reached out to De Beers for more information.

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