Sustainable development is no longer an empty slogan, and Caraxy, China's first pioneer brand of cultivated diamonds, proves the sustainable concept of love that "let love grow" with green actions.
At present, more and more consumers realize that people and the earth are a "community of destiny". Especially when it comes to consumer shopping, they are more focused on sustainability than ever before. Accenture's China Consumer Insights 2021 report shows that sustainability has become the fourth largest factor when choosing brands and products.
For jewelry brands, this has also become a new direction of development, especially in the new track of cultivating diamonds. Diamonds have always been given the meaning of love, pinning people's expectations of love – solid and brilliant. Since 1947, De Beers has put forward the classic slogan of "diamonds are eternal, one is eternal", and the high price of carat diamond rings has put too many young people under the pressure of reality. So the advent of cultivated diamonds broke the situation.
In addition to better performance and price, the production process of cultivated diamonds is more environmentally friendly and promotes the sustainable development of human society than natural diamonds that destroy up to 1750 tons of soil per carat obtained.
As the first pioneer brand of sustainably cultivated diamonds in China and the first Chinese member of the International Association for Cultivated Diamonds, Caraxy (hereinafter referred to as "Kellycy") entered the field of cultivated diamonds in 2015. At present, it has opened flagship stores on Tmall and JD.com, opened offline experience centers in many first-tier cities such as Nanjing, Guangzhou, hangzhou, and promoted the formulation and government filing of China's first cultivated diamond identification and grading group standards in 2019, and is the forerunner of domestic cultivated diamond brands.
For years, Kellys has been exploring the path of ESG for nurturing diamond companies. Guo Sheng, founder of Kelly Xi, said that cultivating diamond brands not only carries out a series of product upgrades from the perspective of sustainable product materials, but also advocates the brand concept of green and sustainable. Therefore, the brand pioneered the brand concept of "let love grow" and the environmental protection concept of "let love and the earth be eternal", and launched a new concept of "grown diamond".
This year, Kelly Pearstones has launched many green actions such as protecting the earth, releasing sustainable green jewelry series, environmental protection public welfare projects, etc., and the brand's environmental awareness and concept have reached new heights.
On August 2nd, Kailixi Cultivation Diamond officially launched the "Love Forest" public welfare project in Minqin County, and joined hands with Qingsuo Charity and the Red Cross Society of Gansu Province to donate suo trees at the intersection of the two major deserts in northwest China, badain Jaran Desert and Tengger Desert. Kelly Xi proposed that in the future, for every piece of cultivated diamond jewelry sold, a shuttle tree would be donated to help the green development of Minqin County, the most desertified county in China. This is also an important step taken by Kelly's nurturing diamond brand this year to achieve its long-term mission of "Let Love Grow".
So far, Kelly's cultivated diamonds have been planted with a total of 1,500 shuttle trees, and it is expected to achieve the goal of planting 100,000 in the future.
At the same time, Kelly Is also inviting all customers to participate in this public welfare undertaking, if customers are willing to give up the product box to support environmental protection, they can get the signature right of a shuttle tree. The brand will also customize a small love card with a blessing for the customer, insert it next to the shuttle tree, and return the picture to the customer as a souvenir. Let customers participate in this growth, and guard the growing love in the way of "nurturing the forest".
In pursuit of "sustainability"
The concept of "Let Love Grow" practices public welfare
Kelly's Diamonds are growing for a sustainable future, and achieving sustainability is not just a slogan, but a series of real initiatives to impress consumers. These initiatives are reflected in many details such as brand philosophy, product innovation, and action strategy.
It is understood that Kailixi has always advocated the long-term concept of love that "let love grow", and the founder of the brand, Guo Sheng, also adheres to the proposition of long-term value, and understands that the brand is difficult to achieve only by relying on publicity slogans, but to integrate social responsibility into the blood of the company's own development, combine the brand concept with sustainable development, and put it into a long-term sustainable development green action to form a brand spirit connection with the target customer group.
Therefore, on the road of long-termism, Guo Sheng constantly explores and constantly thinks: how can the sustainable concept of love be practiced with the practical action of "seeing, touching and feeling"? Until I met Ma Jun, the founder of Qingsuo Public Welfare, all this seemed to have a clear answer.
Ma Junhe, 39, was born in Guodong Village, Jiahe Town, Minqin County, close to Suwu Mountain to the south. His hometown of Minqin County, Gansu Province, is located between two large deserts, one of the main sources of sandstorms in northern China. From the map, Minqin, which is deep in the northwest inland of the mainland, is like a wedge, separated by two major deserts, with the Badain Jaran Desert in Inner Mongolia to the west and the Tengger Desert to the east.
Now attacked by two major deserts, Minqin County's desertification area has reached 95%, and it was predicted by foreign media that it was a Chinese county that was about to disappear. In 2007, after Ma Junhe learned that his hometown might disappear, he resolutely returned to Minqin from Yunnan. For more than ten years, from the establishment of the Rescue Minqin Network to the establishment of the Qingsuo Public Welfare, Ma Junhe has planted more than 60,000 acres of sand with green plants - Shuttle Trees, continuing this oasis in his hometown.
"The concept of hometown is not only for me, but also for hundreds of thousands of people, and our next generation." Ma Junhe's love for and determination to protect his hometown is like Guo Sheng's long-term mission to cultivate the sustainable development of the diamond brand of Kailixi. The "forest of love" symbolizes the sustainable development of love, and also symbolizes the continuity of the green environmental protection of cultivated diamonds.
Built with love
Achieve a win-win situation of "appearance and quality"
The brand's sustainable philosophy permeates the product and second-hand trading markets. In 2015, Kellys launched neverleaf, the brand's pioneering work, to link with consumers' sense of cultural identity and belonging. According to reports, the "Eternal Leaf" series takes the olive leaf symbolizing peace as the main design element, expresses the vision of harmonious coexistence between man and nature, conveys the concept of sustainable environmental protection, and also contains the promise of lovers living in harmony and never separating.
In 2021, Kellys continues to launch the "Eternal Leaf" series of white diamond rings, and the brand hopes that every pair of diamond rings that turn the intertwined vines of early summer into fingertips is based on the core philosophy of the Kellys brand - let love grow, so that love and the earth can be eternal.
In terms of word of mouth, Kellys took the lead in cooperating with the Gemological Institute International (IGI) to jointly launch the CARAXY x IGI Co-Cultivated Diamond Certificate, which gave Kelly Sean Diamonds a unique "identity card" and became IGI's first co-brand certification in Asia. This is not only an important guarantee of Kelly's quality system, but also represents a higher standard of cultivated diamonds in the industry.
● CARAXY x IGI Special Edition Certificate
In order to ensure the long-term value of its own brand, Kelly Xi also aims at the second-hand market of the cultivated diamond industry and has established a second-hand trading platform for its own members. Customers can trade KellyCh-bred diamond jewelry identified by IGI authority on the platform to achieve rapid monetization.
According to reports, the company will guide customers to transfer and sell at a specific price, if no one trades, the company will give different standards of subsidies according to the depreciation and appearance of cultivated diamonds, and the subsidy can reach 50% on the line. This is equivalent to the brand using its own profits as a chip to protect the customer's second-hand transactions and give the customer a guarantee and confidence.
From the consumer's perspective, sustainability is also a key consideration in consumption decisions, and younger consumers are more concerned about sustainability. According to the "Research Report on Sustainable Consumption of Chinese Youth under the 2022 Double Carbon Target", a think tank, young women aged 31-35 have the highest willingness to live and consume sustainably, and they pay more attention to sustainable lifestyles and pay more attention to cultivating diamond products.
This consumer group is also in line with the core consumer group of Kelly. Kelly's consumers are a group of post-90s and post-95s with kochi, young and other characteristics. In Kelly's view, this group of young people pursues a sustainable concept of love and gradually recognizes the cost-effective cultivation of diamonds.
Constantly breaking through and growing
The road to cultivating diamond pioneer brands in China
The brand is a cultivation dojo, and every breakthrough is the sublimation of innovative thinking and the nirvana of the essence of the brand. Just like Kelly's pioneering brand of cultivated diamonds from scratch, from weak to strong, from ordinary to excellent, along the way, a hundred flowers bloomed, adding a unique color to the diamond jewelry industry.
Talking about the opportunity to devote himself to the cultivation of the diamond industry, Guo Sheng said that he started from his overseas study experience. In 2010, while studying abroad, Guo Sheng took a practical course on technology commercialization, which exposed him to the Cultivated Diamond Program in the United States. After graduating and returning to China, he entered the FMCG giant Mars-Wrigley as a general management trainee, but it seems that he can have a bright career path and cannot meet his career pursuit of exploring love challenges.
●2015 Kelly's China International Jewelry Show
At the beginning of 2015, with the gradual commercialization of cultivated diamonds in the US market, he decided to resign and start a new journey in China's cultivated diamond market, and also opened a new chapter in his own entrepreneurship. So in this year, Guo Sheng officially founded the Kellysie Cultivated Diamond brand, and introduced the highly concerned cultivated diamonds in the international jewelry market into the Chinese market, making Kellysia a dark horse for the growth of the Chinese jewelry industry in the cold winter reshuffle, and opening up a new field for the concept of Chinese diamond jewelry consumption.
● Guo Sheng vowed to pry the iceberg of cultivated diamonds
At the 2017 Annual Meeting of the International Association for Cultivated Diamonds (IGDA), Sheng Guo, as a pioneer in the Chinese market, shared the situation in the Chinese market for the world's major cultivated diamond practitioners. At that time, the market awareness of cultivated diamonds in China is still very low, and both jewelry practitioners and consumers will have strong resistance to man-made gemstones.
But Guo Sheng also analyzed that the attitude of the younger generation of Chinese consumers to cultivated diamonds will be significantly different, and when the post-90s or even post-95s become the main consumers of diamond jewelry, the highlight moment of cultivated diamonds will surely come.
●In 2017, Guo Sheng shared a report with the International Association of Cultivated Diamonds
In 2018, as sustainability became an irreversible trend in the global fashion industry, diamond brands ushered in a turning point towards a sustainable future.
This year, De Beers launched its own brand of cultivated diamonds, the US Federal Trade Commission revised the definition of diamonds and justified the name of cultivated diamonds, and Kelly Xi also ushered in its own year of change and breakthrough in this year.
This year, Kelly Xi opened the layout of retail transformation and opened the first flagship store specializing in cultivating diamond jewelry on the Tmall platform. At the same time, Kelly Also cooperated with CTI Hua test gem laboratory to take the lead in promoting the first corporate and group standards for cultivated diamonds in China, and issued The first identification report in China that can be marked "laboratory-grown diamonds" (in the past, when there was no breeding diamond standard, it was necessary to write "synthetic diamonds" according to the old national standard).
●China's first formal appraisal certificate marked "laboratory-grown diamond"
Solving the problem of Chinese certificates, Kelly Xi began to prepare offline physical stores, and opened the first Nanjing store in 2020, forming an O2O business model.
With the deepening of the consensus on green environmental protection, the green territory of the diamond brand cultivated by Kelly Xi will continue to be built. From the perspective of the general trend, Kelly Xi is deeply linking consumers from many aspects of action such as ideas, products, and public welfare projects, and gradually overcoming the issue of brand and green ecology, and further promoting the sustainable future of China's diamond jewelry industry.