This is the bizarre moment a woman in China is forced to strip down to sell diamonds at a jewellery store.

Footage from the incident shows a woman wearing diamond nipple pasties to help sell some jewels.

The video has caused outrage from social media users upset with the way the woman was used to parade the store's goods.

Bizarre: To help sell the shops diamonds, the woman had to wear nipple pasties

Uncomfortable: Throughout the video the woman looks awkward about the situation

The company is Chow Luk Fook, a poplar jeweller in Hong Kong and the mainland and has many outlets.

In the footage, uploaded to ku6.com, the woman can be seen standing behind the counter looking awkward.

According to Apple Daily, this isn't the first time the company has pulled promotional stunts such as this.

For the opening of a store in Shenzhen in 2013, women's bodies were painted in multiple colours.

Ashamed: Many people online have blasted the company for its choice of promotion

This isn't the first stunt the company has done to try and sell its products

The video has outraged many people on Facebook who thought the stunt was inappropriate.

One user commented: 'The shop owner should be ashamed.'

While another said: 'So pathetic. Its sale are so poor that it can't even afford buying uniforms for staff.'

And one user wrote: 'It will possibly create a counter effect.'