Chow Tai Fook plans to launch a new campaign to further the purpose of consumer confidence in the jewellery industry, reports say. The campaign entitled ‘To tell the truth’, will be directed at assuring consumers beyond the 4cs of a diamond, to also inform them of the origin of the diamonds they buy in their jewellery, as per reports. used in their jewellery, going beyond the traditional 4 Cs.

Simultaneous to the campaign, the company will also launch a retail experience with tech, in which consumers would know of diamond sourcing.

Reports say that as per the company, its new patented technology allows it to emblazon a diamond with a ‘T mark’— which is a unique serial number to every diamond; enabling the identification of diamond sourcing. The number can be seen through a 150X microscope also a patented technology, reports add. The campaign will focus on 4 Ts – “traceable, transparent, truthful and thoughtful”.