The Couture Show

Diamonds Do Good Design Competition


To create a new iconic piece of jewelry for the Diamond Empowerment Fund (D.E.F) that helps generate awareness of D.E.F’s ‘diamonds do good’ mission with a portion of each sale donated back to the organization. 

The winning design will be unveiled at a Press Event in New York City in early October and manufactured by Chow Tai Fook in time to be sold by participating retailers during the 2015 Holiday Selling Season. The winner will also receive a trip to meet with Chow Tai Fook Managing Director Kent Wong in Honk Kong and tour the CTF retail stores in Hong Kong and mainland China.   


Each exhibiting designer is asked to enter a high resolution sketch, color rendering, or CAD drawing that fits within the design guidelines specified below. The deadline to complete the participation form and submit the rendering in July 15, 2015. 

The jewelry item must be a bracelet that gives nod to D.E.F’s first iconic bracelet that featured green malachite beads with diamond accent. The following must be included in all submissions: 

  1. Bracelet should be unisex
    2. Green should be used in some way
    3. At least one diamond should be included in the design
    4. The final design will be modified to fit within three wholesale price points – $90, $220, $350.
    5. All products must be Kimberley Process compliant.

All of the entries will be on display at JA New York’s Summer Show from July 26-28 in New York City. A panel of industry influencers, including top editors and retailers, will select their top three designs. D.E.F. will also promote all of the submissions on their consumer-facing social media channels for consumer input. Chow Tai Fook will make samples of the top three finalists’ pieces.

Impact Through Giving – Diamonds Do Good

To date, D.E.F. has given over two million dollars towards the financial assistance of over two thousand college age students in Africa, and are now doing the same for youth in India. Those students that have since graduated have returned home to support their families and create opportunity in their communities.  This is what D.E.F refers to as a ‘Diamonds Do Good’ impact.

Recognizing the many ‘Diamonds Do Good’ programs members of the diamond and jewelry industry embrace and wanting to share these stories with consumers, D.E.F launched the Diamonds Do Good initiative in 2014. The epicenter of the initiative is The site is a repository of the many programs supported by the industry around the world that promote positive change for diamond communities around mines, factories and jewelry stores everywhere. Using the social media channels Facebook, Instagram (Diamonds Do Good), and twitter (@diamondsdogood) these stories engage consumers with a look behind diamonds into the corporate social responsibility world that is a cornerstone of the industry.