HONG KONG SAR – Media OutReach Newswire – 18 September 2026 – De Beers Group presents the Desert Rose collection in partnership with Chow Tai Fook—the strategic partner of its Desert diamonds campaign in China — at Jewellery & Gem WORLD Hong Kong (JGW), marking the latest milestone in the two companies' well-established collaboration.
Desert Rose collection
Drawing inspiration from desert rose formations and the resilience of succulent plants thriving in arid landscapes, the collection translates the beauty and vitality of desert life into contemporary jewellery design. Comprising 20 pieces, the Desert Rose collection is now available at selected Chow Tai Fook stores across 25 cities in China.
Al Cook, CEO of De Beers Group, commented: "Chow Tai Fook has been a key partner since becoming a De Beers Group Sightholder in 1973. With this new Desert Rose collection, we are delighted to continue working closely together to grow consumer desire in China. Chow Tai Fook and De Beers are both passionate about consumer trust. We are committed to protect and promote the enduring value of natural diamonds."
Annie Wong, Chief Operating Officer of Chow Tai Fook Jewellery Group, added: "The Desert Rose collection celebrates the resilience and individuality of today's women, with designs inspired by the beauty and vitality of desert life. Through our joint effortswith De Beers Group, we are confident in bringing the distinctive character of Desert diamonds to more consumers and inspiring a deeper appreciation of their lasting value."
Over the past few years, De Beers Group and Chow Tai Fook have worked closely on natural diamond campaigns, staff training, and in-store activations across China. Looking ahead, the two parties will build on their established ties with a new initiative focused on strengthening consumer confidence in the long-term value of natural diamonds. This initiative also aligns with the Chinese government's advocacy for consumption upgrading, reinforcing the positive role of natural diamonds in the country's broader economic and lifestyle evolution.
Beyond the Desert Rose collection, De Beers Group's immersive JGW exhibition space showcases Desert diamond loose stones and jewellery against bamboo-weave showcases created by artist Xu Mingyu. Recognised as a Chinese intangible cultural heritage, the bamboo installation draws inspiration from desert dunes and diamond facets, embodying the Building Forever commitment by bridging traditional craftsmanship with natural diamonds. The space also features Tracr, diamond verification technologies, and rhino conservation initiatives.
Together, these initiatives reaffirm the significance of natural diamonds in contemporary life and culture—and stand as a powerful testament to the deep-rooted ties between De Beers Group and Chow Tai Fook. United by a shared vision, the two companies continue to champion the heritage, artistry, and timeless value of natural diamonds, carrying forward a message that resonates across generations: A Diamond Is Forever.
Please follow the official accounts to find more information regarding natural diamonds.
| De Beers Group WeChat | ADiamondisForever on RED |
Hashtag: #Naturaldiamonds #Diamonds #Desertdiamonds #DeBeersGroup #ADiamondisForever
The issuer is solely responsible for the content of this announcement.
About De Beers Group
Established in 1888, De Beers Group is the world's leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world's largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group's strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers London and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services and a wide range of diamond sorting, detection and classification technology services. De Beers Group is committed to 'Building Forever,' a holistic and integrated approach to sustainability that underpins our efforts to create meaningful impact for the people and places where our diamonds are discovered. Building Forever focuses on three key areas where, through collaborations and partnerships around the globe, we have an enhanced ability to drive positive impact; Livelihoods, Climate and Nature. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.
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De Beers Group and Chow Tai Fook Jointly Launch Desert Rose Collection at JGW
De Beers Group and Chow Tai Fook Jointly Launch Desert Rose Collection at JGW
Best Things to Do in Bangkok This Golden Week: Discover Authentic Thai Cuisine, Luxury Shopping, Cultural Experiences and Iconic Chao Phraya River Attractions at ICONSIAM
BANGKOK, THAILAND – Media OutReach Newswire – 18 September 2026 – As Golden Week inspires millions of travelers across Asia to embark on international journeys, ICONSIAM, the global landmark on the Chao Phraya River, is inviting visitors to discover why Bangkok continues to rank among Asia's most revisited destinations, offering an unrivaled blend of luxury shopping, cultural immersion, world-class gastronomy and distinctive riverside experiences in one destination.
ICONSIAM_ A Global Landmark Along the Chao Phraya River
As travel trends shift from traditional sightseeing toward more immersive and experience-led journeys, destinations that offer a strong sense of place and a diverse range of experiences are increasingly capturing the attention of global travelers. In this landscape, ICONSIAM embodies The Best of Thailand Meets the Best of the World, bringing together the country's cultural heritage, creativity and craftsmanship with international luxury, gastronomy and lifestyle. Set along the historic Chao Phraya River, ICONSIAM offers visitors a distinctive perspective on contemporary Thailand, where the country's traditions and global influences come together in one iconic waterfront destination.
SOOKSIAM_ Thailand's first co-creation space to empower local communities from all 77 provinces of Thailand across the nation's four regions
"Today's travelers are looking for destinations that offer a deeper connection to the places they visit—experiences that are authentic, memorable and meaningful," said Mrs. Suma Wongphan, Executive Vice President and Division Head of Marketing at ICONSIAM Company Limited. "Bangkok has a unique ability to inspire repeat visits because there is always another side of the city to discover. As a Global Experiential Destination, ICONSIAM is proud to contribute to this appeal by creating a platform where visitors can experience the many facets of Thailand while enjoying the standards and diversity of a truly international destination. This Golden Week, we look forward to welcoming travelers from around the world and giving them even more reasons to make ICONSIAM a highlight of their Bangkok journey."
A Culinary Journey Through Thailand and Beyond
Food remains one of the strongest motivations for travelers returning to Bangkok, and ICONSIAM offers a diverse culinary journey that reflects the city's reputation as one of Asia's leading gastronomic capitals. At SOOKSIAM on the G Floor, visitors can experience the atmosphere of Thailand's floating market where visitors can explore the flavors of Thailand's four regions through authentic cuisine. Beyond SOOKSIAM, ICONSIAM's culinary offering extends from the acclaimed flavors of Nara Thai Cuisine and ThongSmith to beloved Thai favorites such as After You, Cha Tra Mue and Pang Cha, giving visitors the opportunity to discover the diverse tastes and culinary traditions that continue to make Bangkok a compelling destination for food lovers.
Complementing its retail and dining offerings are ICONSIAM's signature riverside attractions along the legendary Chao Phraya River. Visitors can enjoy sweeping waterfront views, experience the spectacular ICONIC Multimedia Water Features Show (G Floor), marvel at the iconic Alangkarn Waterfall (6th Floor), and discover art exhibitions, cultural showcases and immersive attractions throughout ICONSIAM.
Discovering Thailand Through Creativity and Craftsmanship
For travelers looking to bring home a meaningful piece of Thailand, ICONCRAFT located on the 4th and 5th floors, offers a carefully curated showcase of contemporary Thai craftsmanship, artisan products and creative enterprises from across the country. The immersive retail concept celebrates local creativity while providing visitors with unique souvenirs and design-led products that reflect Thailand's rich cultural heritage and evolving creative landscape.
Discover ICONLUXE, Home to Global Fashion Houses, Fine Jewelry and Prestigious Watchmakers
At the center of this offering is ICONLUXE, one of Southeast Asia's premier luxury hubs, home to an extraordinary collection of internationally renowned luxury houses and flagship boutiques, including Bottega Veneta, Celine, Dior, Gucci, Hermès and Loewe, alongside prestigious jewelry and watchmakers such as Breguet, Bvlgari, Cartier, Chopard, Chaumet, Jaeger-LeCoultre, Omega and Patek Philippe. Complementing its luxury offering is an extensive selection of international lifestyle and fashion brands, including ALO, LOFT, MUJI, UNIQLO, ZARA as well as leading Thai wellness and fragrance brands such as Antidotes, PANPURI and THANN. Together, these offerings underscore ICONSIAM's ability to curate an exceptional mix of international luxury, contemporary lifestyle and distinctive Thai brands, creating a destination that continues to elevate Bangkok's position as a leading global shopping and lifestyle capital.
A destination of 'firsts' flagship store and 'bests' that brings immediate global attention to Bangkok
At the heart of Bangkok's dynamic riverside lies ICONSIAM, a destination of "firsts" and "bests" that continues to attract global attention to Thailand. Recognized as Thailand's Firstism Leader, ICONSIAM has introduced some of the world's most sought-after first-to-Thailand brands and experiences, including the country's first flagship Apple Store, Thailand's first Blue by Alain Ducasse, a Michelin-starred restaurant by Alain Ducasse, and the POP MART BANGKOK ICONSIAM FLAGSHIP STORE, and HAUS NOWHERE Bangkok, the first HAUS NOWHERE destination in Southeast Asia, home to TAMBURINS' first Southeast Asia store and Thailand's largest Gentle Monster store. Together, these globally recognized brands and flagship experiences continue to reinforce ICONSIAM's position as a leading destination where international culture, innovation, fashion and lifestyle converge on Bangkok's iconic Chao Phraya River waterfront.
Exclusive Golden Week Privileges for Tourists visiting ICONSIAM
To make the Golden Week experience even more memorable, ICONSIAM is launching "Discover Thailand at ICONSIAM", an interactive social media campaign taking place from 25 September to 7 October 2026 at the ONESIAM Global Visitor Lounge (1st Floor). International visitors are invited to share their favorite moments at ICONSIAM, from food and cultural discoveries to shopping finds, local craftsmanship and iconic riverside experiences, by posting at least 2 original photos or 1 video on social media. Participants who complete the challenge will have the opportunity to play a capsule machine and receive complimentary Thai-inspired souvenirs, including ICONSIAM's exclusive scarf, ICONCRAFT's Thai-Inspired Mini Bag, handheld electronic fan, bracelet and a Siam Gift Card voucher. The campaign is designed to encourage travelers to explore, experience and share the many dimensions of Thailand that come together at ICONSIAM.
As Bangkok continues to attract travelers seeking meaningful, experience-led journeys, ICONSIAM stands at the heart of the city's appeal, offering an unparalleled blend of shopping, dining, culture and riverside experiences. This Golden Week, visitors are invited to discover why Bangkok remains one of Asia's most beloved and revisited destinations, and to experience the very best of modern Thailand in one extraordinary destination.
For more information, please visit www.iconsiam.com.
Hashtag: #ICONSIAM
The issuer is solely responsible for the content of this announcement.
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