De Beers’ International Institute of Diamond Grading & Research (IIDGR), extending its     grading partnership with the Soo Kee Group, will now enter China, with the launch of Soo Kee’s bridal specialist brand, Love & Co., in that country.

“IIDGR will provide bespoke grading reports for Love & Co.’s Lovemarque diamond collection, with each Lovemarque diamond to be backed by a grading report with more than 120 years of De Beers Group’s diamond experience,” De Beers announced.

The new horizons of the IIDGR and the Soo Kee Group partnership were outlined at a gala event in Shenzen attended by more than 1,000 industry guests.

Riding on the robust demand for bridal jewellery in China, Soo Kee plans to establish 550 points-of-sale, including franchised outlets, for Love & Co. in that market.

The IIDGR- Soo Kee Group grading partnership for the Singapore market announced  in February this year, is said to have had a positive consumer response.   

Jonathan Kendall, President, IIDGR, said: “We are delighted to be expanding our partnership with Soo Kee Group, our first retail grading report partner in Asia, to provide our leading diamond grading service to their customers in the strong Chinese bridal market. An IIDGR grading report provides customers with a highly accurate and reliable assessment of diamond quality, as well as a seal of approval that their purchase is natural and free of treatments. We congratulate Soo Kee on the successful launch of its Love & Co. specialist bridal brand in China and look forward to seeking other opportunities to work together as the brand continues to grow.”

Pic Cap:  Jonathan Kendall, President, IIDGR (ext rt) seen at the gala launch of Soo Kee Group’s Love & Co.