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De Beers Jewellers Recently Revealed Its New Ambassador!

2021/04/02
E-Commerce in China Digital Marketing Business Tips Premium Brands

The luxury jewellery house chose 22-year-old singer and actor Cai Xukun as its new face. Cai is very popular among the younger Chinese generation (more than 34 million followers on #Weibo). De Beers's official Weibo account's announcement was a great success and received more than two million likes and comments.

Cai XuKun is the new face of De Beers Jewellers, Full Jet Powered by Baozun's e-commerce partner

Using male ambassadors to promote traditionally female product categories like beauty or jewelry might seem strange in the West, but it is nothing new in China. For example, men have promoted other luxury brands such as Kris Wu for Bulgari, Jackson Yee for Tiffany & Co., and Lu Han for Cartier.

Cai XuKun is the new face of De Beers Jewellers, Full Jet Powered by Baozun's e-commerce partner

Congratulations on this announcement's success! It is very exciting news for De Beers Jewellers, our e-commerce brand partner!