In 2018, the Macao jewellery market was dominated by the brilliance of international luxury brands, while local jewellery brands were rarely seen. In this market gap, Neil Diamond Ltd. emerged, with its brand "King Diamond" on a mission to create high-quality, cost-effective diamond rings. Using a strategy of low and fair prices, unique experiences, and customised services, they aim to attract local residents and overseas tourists.

Person in Charge of Neil Diamond Ltd., Wong Wai Hong

Diamonds from Africa—A Local Jewellery Brand in Macao

The company directly sources diamonds from primary mining companies in Africa, including South Africa, Botswana, and Namibia. This procurement model not only reduces intermediate costs but also ensures the legality of the diamond sources. Each diamond comes with a relevant certificate, providing customers with clear quality information.

King Diamond's strategy of alluring price-to-quality ratio allows them to keep product prices low, attracting many jewelry enthusiasts and people who are planning to propose. 

Currently, the company has stores on New Avenida and Rua de S. Domingos, employing a multi-platform promotional strategy to cover different customer groups. Additionally, their presence in the Trade and Investment Promotion Institute's business hub enhances brand visibility.

Exquisite Craftsmanship + Low Prices = Appeal

The company takes pride in one of its diamond rings, which features a design of gardenias symbolising the beauty of love. Each diamond is meticulously handcrafted, reflecting a fusion of craftsmanship and emotion.

Two other series include the King Classic series, which brings classic styles closer to international brands, and the Our Names series, which focuses on uniquely personalised diamond rings, allowing couples to engrave their names on the rings as a commemoration of their love.

Commitment to Quality

The company arranges for every employee to receive training on diamond quality based on the 4C standards and service etiquette. They collaborate with experienced artisans and professional factories, implementing strict quality control at every production stage, which, along with a dedicated team and commitment to quality, has gradually built a loyal customer base.

In the future, Neil Diamond Ltd. will continue to expand its market, bringing quality diamond jewellery with attractive prices to more cities and showcasing the charm of "Macao brands."

Photos in this article are provided by Neil Diamond Ltd.

Disclaimer: The views expressed by the interviewee during the interview are their personal opinions and do not represent the position of the Commerce and Investment Promotion Institute (IPIM). IPIM does not assume responsibility for the accuracy, completeness, or timeliness of the interviewee's statements. IPIM is exempt from legal and litigation liabilities for any losses resulting from the aforementioned content. Any products, services, or brands mentioned in this article should not be understood as endorsements or approvals by IPIM.

Contact Neil Diamond Ltd.

If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.:

Ms Wong +853 8798 9766

Ms Chong +853 8798 9739

Email:

debbywong@ipim.gov.mo

elizachong@ipim.gov.mo