PRECIOUS WORK: Michael Diamonds trains South African workers in the art of jewelry processing

DeepLY in the heart of a quiet office building in the Airport Industrial Zone of northeastern Beijing, a 200 square-meter exhibition hall sparkles with a dazzling display of diamonds and semiprecious stone jewelry. The gems all originate in South Africa and they have a mutual name: S.A. Michael Diamonds.

The South African company is authorized by the South African government and South African Embassy in Beijing to sell its country's high-quality diamonds in China.

While the brand is not yet an established name in the diamond trade, like its competitors Chow Tai Fook and Chow Sang Sang, Chen Lilei, Chairman of the Board of Beijing Michael Branding Management Consultancy Co. Ltd., is confident that the brand has great growth potential. "Diamonds is the carrier of culture," he said. "Our diamonds are infused with African elements and have a strong appeal to any person, so that Chinese consumers can learn to enjoy life through immerging into this unique culture."

African characteristics

Mention diamonds and the chances are people will think of South Africa. As former South African President Nelson Mandela said, "The diamond industry is the economic lifeline of Southern Africa." In fact an estimated 65 percent of the world's diamonds come from Africa.

In the case of S.A. Michael Diamonds, Chen said the brand uses African culture to market its products, to provide Chinese consumers with a more holistic shopping experience. "There is a strong African decoration element at our all franchised stores," said Chen. "For example, our exhibition hall is furnished with the model of giraffe, South African red wine, as well as wood carvings. It provides Chinese customers with a better understanding and appreciation of African culture while selecting diamonds."

More importantly, the brand has developed an advanced processing technique for its diamonds, which has been patented. "Our cutting style utilizes most of the original shape of the rough diamond so as to create unique diamond jewelry," he told ChinAfrica.

S.A. Michael Diamonds' products vary from custom-made high carat and fancy color diamonds, to middle and low-end stones at affordable prices. Chen added that he doesn't want S.A. Michael Diamonds to become synonymous with a single product, but rather an image of a complete industrial chain that incorporated the procedure from initial processing, designing, research and development, to marketing.