Focus on

diamond marketing



For more than 50 years, the task of marketing diamonds and diamond jewelry was carried out by one company, De Beers, which it one stage spent about $250 million per year generically promoting the diamond dream. The results were spectacular, transforming the diamond into one of the world’s most sought-after luxury products.

But in 2000, De Beers announced that it would no longer carry the burden on its own, preferring instead to concentrate on its own brand and products. For more than a decade, no generic advertising was conducted, until in 2015 the Diamond Producers Association (DPA) was established by the world’s seven largest rough diamond mining companies. But, while its annual budget grew to stand at more than 60 million, the results of its efforts, in the opinion on many in the industry, have been unspectacular.

Buut on June 1, the DPA relaunched as the Natural Diamond Council (NDC). Its stated purpose is to promote the desirability of natural diamonds and support the integrity of the diamond jewelry industry.

As an industry authority, the NDC will continue to invest in advertising globally, but it also become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry, and will materials at no cost to companies worldwide, which it hopes will drive viral the messages  it is producing.

As part of the launch, the NDC will also reposition its consumer identity under the brand name “Only Natural Diamond,” replacing DPA’s earlier theme “Real is Rare, Real is a Diamond.”


“Our new digital platforms will inspire and inform consumers globally about the values and heritage of natural diamonds, as well as promoting the significant innovation happening throughout the world of diamond jewelry,” said NDC Managing Director North America, Kristina Buckley Kayel. “The younger audience is clearly engaged and inspired when we present ourselves with authority in the digital world. It’s our aim to be number one across all digital platforms in our industry and our ambitious plans reflect these goals.”

The new OND website, location at natural,  is a digital platform and resource celebrating natural diamonds. It It provides insightful coverage under six key pillars connecting the natural diamond world, namely “Epic Diamonds,” “Hollywood & Pop Culture,”  “Love & Diamonds,” “Style & Innovation,” “Diamonds 101” and “Inside the Diamond World.”

It also plans to develop as a trusted educational hub providing all the facts needed when considering buying diamond jewelry. Areas of focus will include access to the sustainability and ethical practices of the producers as well as buying guides, all presented in a dynamic and engaging tone.

NDC is launching launches its ‘Style Collective: Trend Report’, a compilation forecasting the natural diamond jewelry trends from leading experts. 

The NDC website features a resource portal for diamond industry professionals. It will provide easy access to an array of industry resources, customizable marketing materials, e-learning programs, and the latest industry news.

Style Collective members include Editor At Large, Jill Newman, who penned the report; Curator of Best Jewels, Katerina Perez; Celebrity Stylist, Cristina Ehrlich; Jewelry Director at Moda Operandi, Will Kahn; and British Vogue’s Jewelry and Watch Director, Rachel Garrahan. The biannual trend report will serve as both a guide for retailers for the upcoming season and a reference for consumer titles incorporating styling tips.

Most important for the industry, the new dedicated website features a resource portal for diamond industry professionals, from retailers to designers. This new hub will provide easy access to an array of industry resources, customizable marketing materials, e-learning programs, and the latest industry news.

The Natural Diamond Council has already released its first ‘Style Collective: Trend Report’, a compilation forecasting the natural diamond jewelry trends from leading experts.


The launch of the NDC reflects the collective commitment of its members, ALROSA, De Beers Group, Dominion Diamond Mines, Lucara Diamond, Petra Diamonds, RZM Murowa, and Rio Tinto, to the growth of the industry going beyond the current economic crisis.

“There is no task more important than inspiring consumers with what we call ‘the Diamond Dream,'” said Stephen Lussier, Chairman of the NDC. “Our mission is to educate consumers on the industry and positive social contribution diamonds make to the world today.

 Our members are committed to these goals and the launch of the NDC marks an exciting step on this path.”

“The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before. Consumers will have a greater respect for all things natural and seek brands that have an honest mission to be truly sustainable. They’ll be purchasing luxury goods with a greater meaning, particularly those celebrating connections between friends and loved ones,” said Natural Diamond Council CEO, David Kellie. “We need to speak to the younger audience in a different way and we’re delighted to have brought in a number of partners that will contribute to the new world of natural diamonds we’re creating.”