Peter (Kar Shing) Cheng, Chairman of the Chow Tai Fook Foundation and a director of the eponymous firm, the world's largest retail jewellery chain, has joined the board of the World Diamond Mark Foundation (WDMF), the all-industry organization that seeks to assist retail jewelers worldwide to promote diamonds and diamond jewellery to the end-consumer. Mr. Cheng's joining the WDM board signifies the enormous importance the Asian downstream market relegates to the need for generic promotion and advertising of diamonds.

"We acknowledge Mr. Cheng and the Chow Tai Fook company for substantiating his ongoing commitment to the World Diamond Mark," said Ernest Blom, president of the World Federation of Diamond Bourses and WDMF Vice Chairman. "We look forward to Mr. Cheng's contribution, in particular to his insights into the diamond jewellery consumer market in greater China," Blom stated.

Peter Cheng (third from left) with Angela Yeung, WDMF Secretary-General; Ernest Blom; Suresh Hathiramani, WDM Board Member and immediate past president of the Diamond Exchange of Singapore; K.K Yeung, WDM Strategic Counsel; Rami Baron, WDM Board Member and president of the Diamond Dealers Club of Australia; and Alex Popov.

"Mr. Cheng has been involved in World Diamond Mark since its inception, providing valuable advice and hosting WDM think tank meetings. We are happy that Peter has taken his rightful place at world diamond and jewellery industry leaders' table" Alex Popov, WDMF Chairman said