news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

In the vast dimension of time, the most obvious label of diamonds is that they are expensive due to the reasons that they are non-renewable and difficult to mine. Therefore, diamonds, which symbolize wealth and status, have also become a luxury that ordinary people cannot consume freely.

But in recent years, the rise of cultured diamonds is changing the game that only a few people participate in. The so-called cultured diamonds are made in the laboratory by scientific methods to simulate the growth environment of natural diamonds. This kind of diamond is almost the same as natural diamonds in physical and chemical properties, but the price is more affordable and has higher environmental protection and quality standards.

Henan is an unavoidable name in the cultured diamond industry. As the world's largest cultured diamond production base, the province contributes more than 80% of the production capacity to the cultured diamond market. Behind this, a number of diamond companies have also emerged, and Zhongnan Diamond from Nanyang, Henan is one of them.

Since entering the field of cultured diamonds in 1989, Zhongnan Diamond, which has been continuously cultivating the B-end, has begun to have the idea of ​​developing the C-end. Zhang Shuai, deputy general manager of Zhongnan Diamond, told 36Kr that the company had planted the seed ten years ago and has been working hard for it.

After several years of technological breakthroughs, Zhongnan Diamond began to contact designers in 2017 and did a lot of preparatory work, designed hundreds of fine products, and obtained 106 appearance patents. Until this year, its high-end diamond brand ZND Jewelry was finally launched and opened a JD flagship store in July.

According to Zhang Shuai, "China produces, India cuts, and the United States consumes" is the current status of the cultured diamond industry. In the United States, cultured diamonds have a recognition rate of about 70% to 80%, and actual consumption has accounted for half of that of natural diamonds. However, domestic consumers' awareness of cultured diamonds lags behind that of foreign countries.

How to open the minds of users is a puzzle that cultured diamond brands such as ZND Jewelry need to solve.

Price may be the biggest advantage. It is reported that compared with natural diamonds, cultured diamonds can even be one-tenth of the price of the former, and the color, cut and overall level are even better than natural diamonds.

ZND Jewelry Diamond Ring

"Today's young people are more receptive to new technologies and new things than the original consumers of natural diamonds. Once their cognition is opened, the consumption of cultured diamonds will usher in a big explosion," said Zhang Shuai.

It is worth mentioning that ZND Jewelry breaks the deep binding of diamonds with marriage and love in terms of scenes, and proposes the brand theme of "Life is more than 9 diamonds", integrating diamonds into nine important moments in life. Whether it is the coming-of-age ceremony at the age of 18, the romantic confession of love at the age of 24, or entering the marriage hall, the highlight moment of career, etc., ZND Jewelry can accompany and witness it.

In terms of marketing methods, ZND Jewelry created creative posters such as "Sorry, I don't need a diamond from my boyfriend", "Sorry, I don't want to get married yet, I want to buy a diamond ring for myself", and "Sorry, I don't want to have just one diamond ring, I want to reward myself with diamonds at every important moment" to convey that diamonds are not just an accessory to love and marriage.

Image source: Enterprise

It is reported that Zhongnan Diamond can now not only cultivate high-quality large-carat diamonds, but also has established core barriers in colored diamond cultivation technology, all of which constitute the advantages of ZND Jewelry.

At present, ZND Jewelry has launched products related to rings, necklaces, earrings, bracelets and bangles, covering six brand series: Youth, Vow of Love, Guardian, Time, National Trend and Starry Sky.

ZND Jewelry Colored Diamond Ring

“Quality is what we care about most. We won’t pursue a big hit right away. Our advantages are there, so in terms of brand, we hope to build a stronger foundation so that we can continuously improve and progress and go longer.” Zhang Shuai finally said to 36Kr.