Guest Article by Shanghai Diamond Exchange (SDE)
On September 22, 2025, the Shanghai Diamond Exchange (SDE) officially announced young actor Deng Wei as its Natural Diamond Ambassador. In partnership with the Natural Diamond Council (NDC) and eight renowned jewelry retailers — Chow Tai Fook, Lao Feng Xiang, Chow Sang Sang, Sino Gem, CHJ JEWELLERY, TSL, Kimberlite, and Chow Tai Seng — this collaboration highlights the new style of “Natural Diamonds. Born Extraordinary，Born for the Spotlight. ” The initiative aims to revitalize the cultural meaning and symbolic power of natural diamonds, helping them return to broader consumer contexts and audiences.
Formed over billions of years, natural diamonds are miracles from the depths of the earth, condensed marks of time and energy. They embody the memory of the planet and the accumulation of universal forces, becoming a profound dialogue between humans and nature. In Eastern philosophy, humans share a profound connection with heaven and earth, where all things echo and respond in unison; natural diamonds likewise symbolize timeless beauty while awakening deep inner courage and strength. Beyond a treasure, they are also a source of spiritual resonance and a symbol of life itself, inspiring people to move forward with confidence at life’s defining moments.
Deng Wei Brings Natural Diamonds to Life in Campaign Film, Showcasing Four Stages of Life
As one of the most prominent young actors, Deng Wei’s pure and graceful presence, combined with his dancer’s resilience, reflects the essence of natural diamonds — forged through pressure, shining brilliantly after refinement. In the campaign film, he portrays four major life moments — the joy of new life, self-achievement, the coming-of-age milestone, and the vow of love — enriching natural diamonds with deeper emotions and rituals, and resonating with consumers across different stages of life.
When emotions are transformed into tangible symbols, they transcend functionality and become profound markers of life’s milestones. The value of natural diamonds lies in their ability to resonate with life’s rhythm, with each diamond capturing and amplifying unique, unrepeatable moments.
In the joy of new life, it symbolizes family heritage and blessings, reflecting the preciousness of life and infinite possibilities ahead; at the moment of self-achievement, it celebrates women’s brilliance in career or creativity, empowering them with courage and confidence; at the coming-of-age milestone, it embodies parental hopes and responsibilities, turning growth into a tangible keepsake; and in the vow of love, it carries the promise of eternal commitment, infused with destiny and resonance.
Natural diamonds are not only gifts from nature, but also steadfast anchors across life’s four stages. They connect the geological memory of billions of years with the unique trajectory of each individual, giving irreplaceable weight to emotions at every milestone with the spirit of “Born Extraordinary，Born for the Spotlight. ” Deng Wei shared: “I believe everyone’s brilliance is like that of natural diamonds — born extraordinary，born for the spotlight. The birth of natural diamonds is the result of billions of years of energy and refinement, a miracle created under extreme conditions. They are not only beautiful, but also embody self-affirmation and inner strength. Wearing natural diamonds is an intimate dialogue with oneself, a ritual to keep moving forward with confidence, and a way to be truly seen in every stage of life.”
Eight Jewelry Brands Speak Together, Positioning Natural Diamonds as a New Emotional Anchor for a Generation
Amid today’s redefined modes of emotional expression and value recognition, the Shanghai Diamond Exchange, together with the Natural Diamond Council and eight jewelry retailers, is amplifying the “destined energy” of natural diamonds to reach a wider audience through omnichannel touchpoints and a digital communication matrix.
With the nationwide presence of the eight brands’ offline stores and online platforms, a deeply integrated consumer experience is being created. Offline, over 10,000 outdoor billboards, LED screens, and lightboxes deliver high-density exposure across key cities; online, brand-owned accounts, e-commerce platforms, and social media channels drive engagement through interactive topics, short videos, and influencer collaborations, effectively strengthening consumer reach.
Timed with National Day, New Year’s, and Spring Festival, Deng Wei’s campaign film will serve as the centerpiece, rolling out across mainstream video media, as well as platforms like WeChat, TikTok, Xiaohongshu, and Weibo. This will be supported by variety show integrations, collaborations with BBART custom short dramas, and multi-platform themed content — ensuring wide coverage and deep communication across traditional and social media. These efforts will boost brand performance in the consumption recovery cycle and support national strategies to expand domestic demand.
Looking ahead, the SDE and the NDC will continue to partner with industry peers and consumers, using natural diamonds as a medium to witness more brilliant life moments. We firmly believe that under the ethos of “Natural Diamonds. Born Extraordinary，Born for the Spotlight. ” every sincere emotion, every important choice, and every shining achievement deserves to be seen, remembered, and treasured.
Together, we will illuminate these extraordinary moments for everyone, letting the brilliance of natural diamonds forever shine upon life’s truest love and devotion.
Articles about Natural Diamond Council (NDC):
https://gem-spectrum.com/category/natural-diamond-council
Article about Shanghai Diamond Exchange (SDE):
https://gem-spectrum.com/tag/shanghai-diamond-exchange
