Inspired by the museum’s antique masterpieces, the jeweller created a new bridal wedding diamond collection timed for the peak wedding season in October. Many Chinese have an obsession with luck brought by numbers, and 2010/10, especially 2010/10/10, is believed to be auspicious.
To promote the new collection, a comprehensive marketing campaign featuring several versions of wedding shots, photographed in New York, with the new diamond collection has been launched in both the city and nationwide. The company has over 160 retail stores in the mainland alone.
To preserve the character and distinctiveness of these designs, Chow Sang Sang invited Liene Geeraerts, curator of the Belgium Antwerp Diamond Museum, as design consultant, bringing the heart of classic European romance to Hong Kong.
The Love Diamond Antwerp Diamond Heritage Collection was also on display in May at the Belgian Pravillion at the Shanghai World Expo.
Credits
Client Chow Sang Sang
Creative in-house
Design consultant Liene Geeraerts, curator of the Belgium Antwerp Diamond Museum,
Media agency Mindshare Hong Kong
Exposure print, online, OOH
.png&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
