Beijing: The International Institute of Diamond Grading & Research (IIDGR), part of De Beers Group, has announced it is expanding its existing grading partnership with Soo Kee Group into China, following the launch of Soo Kee’s bridal specialist brand, Love & Co., in the country.

IIDGR will provide bespoke grading reports for Love & Co.’s Lovemarque diamond collection, with each Lovemarque diamond to be backed by a grading report with more than 120 years of De Beers Group’s diamond experience.

The expanded partnership was announced at a gala event in Shenzen attended by more than 1,000 industry guests. Soo Kee is targeting strong growth for Love & Co. in China due to healthy demand from the domestic bridal market, with plans to establish 550 points-of-sale, including franchised outlets.

The expansion of the partnership follows a positive consumer response to the original launch of IIDGR’s partnership with Soo Kee Group in Singapore, announced in February.

Jonathan Kendall, President, IIDGR, said, “We are delighted to be expanding our partnership with Soo Kee Group, our first retail grading report partner in Asia, to provide our leading diamond grading service to their customers in the strong Chinese bridal market. An IIDGR grading report provides customers with a highly accurate and reliable assessment of diamond quality, as well as a seal of approval that their purchase is natural and free of treatments. We congratulate Soo Kee on the successful launch of its Love & Co. specialist bridal brand in China and look forward to seeking other opportunities to work together as the brand continues to grow.”