Shanghai Diamond Exchange Appoints Male Actor Deng Wei to Drive Natural Diamond Sales Across China

Gems News: A Star Shines on China’s Diamond Market

The Shanghai Diamond Exchange (SDE) has embarked on an ambitious mission to reignite China’s passion for natural diamonds through a massive nationwide marketing campaign. Officially launched on September 22, the new initiative—Natural Diamonds Born Extraordinary Born for the Spotlight—marks a major collaboration between SDE and eight of China’s largest jewelry retailers. At the forefront of this glamorous push is acclaimed actor Deng Wei, whose immense popularity among China’s younger generation is expected to give natural diamonds a dazzling new relevance.

Actor Deng Wei spearheads Shanghai Diamond Exchange’s nationwide campaign to revive natural diamond demand across China.
Image Credit: Shanghai Diamond Exchange

With over 10 million followers, Deng Wei’s endorsement brings a powerful blend of celebrity allure and emotional connection. This Gems News report reveals that the campaign is designed to reposition natural diamonds beyond traditional contexts like marriage and engagement. Instead, it highlights their role in celebrating self-expression, personal milestones, and love in all its modern forms.

A Strategic Partnership for Market Expansion

The campaign is the result of close collaboration between the SDE, the Natural Diamond Council (NDC), and leading jewelry retailers including Chow Tai Fook, Chow Sang Sang, Chow Tai Seng, TSL Jewellery, Shanghai Kimberlite, CHJ Jewellery, Sino Gems, and Lao Feng Xiang. Collectively, these eight brands operate more than 13,000 retail outlets across mainland China—providing an immense distribution and promotional network for the initiative.

Deng Wei has a huge fan base across China and is himself is an ardent fan of Diamond jewelry.
Image Credit: Shanghai Diamond Exchange

According to Xu Xi, SDE’s Market Development Manager, the campaign aims to “create new emotional touchpoints for consumers to connect with natural diamonds.” To achieve this, the marketing strategy integrates digital engagement, influencer-driven storytelling, and immersive offline experiences that stretch across Tier 1 to Tier 3 cities.

Online and Offline Glamour

The one-year campaign, running until March 2026, will feature celebrity-backed videos, social media collaborations, and in-store influencer events emphasizing the rarity and authenticity of natural diamonds. Outdoor advertising will appear on 10,000 billboards, lightboxes, and digital screens across key urban centers, while online promotions will span platforms like Weibo, WeChat, Douyin, and Xiaohongshu.

The new natural diamond jewelry advertising campaign featuring Deng Wei is already starting to create a stir in China as this is a first time a male actor has been featured to drive jewelry sales.
Image Credit: Shanghai Diamond Exchange

This cohesive approach ensures that SDE and its partners can connect with younger, style-conscious buyers and redefine diamonds as symbols of individuality and empowerment rather than just tradition. Xu Xi added that the goal is to reach 70 to 80 percent of China’s target customers and lay a solid foundation for sustainable growth in the natural diamond sector.

The campaign not only marks a milestone for SDE but also signals a major evolution in how natural diamonds are positioned in China’s luxury landscape. It represents a strategic blend of celebrity influence, digital engagement, and retail collaboration designed to reignite consumer desire and strengthen the market’s future resilience.

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