The erstwhile Diamond Producers Association (DPA) formed by the coming together of the world’s leading diamond producing companies, has undergone a transformation and been relaunched with a new name – Natural Diamond Council (NDC).

The rebranding will also mean that the organisation has a new consumer facing identity and digital platform called, ‘Only Natural Diamonds’.

Launched today, on June 1, 2020, the NDC has said it will “serve to promote the desirability of natural diamonds and support the integrity of the diamond jewellery industry”.

“As an industry authority, the NDC will continue to invest in advertising globally but will also become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry,” the organisation said spelling out its scope of operations. “As part of the launch, the NDC will also reposition its consumer identity (formerly known as ‘Real is Rare, Real is a Diamond’) under the brand name, ‘Only Natural Diamonds’ (OND).”

“The current economic climate creates unprecedented challenges for the luxury industry,” said Natural Diamond Council CEO, David Kellie. “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. 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.”

NDC Managing Director, Kristina Buckley Kayel added: “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 jewellery. 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, which also launched today, is a digital platform and resource “celebrating all that is great in the world of natural diamonds”, the NDC said. It includes features from veteran jewellery writers such as Jill Newman, Marion Fasel and Carol Woolton, as well as content from innovators from the worlds of jewellery and publishing. The website’s insightful coverage will span six key pillars connecting the natural diamond world - ‘Epic Diamonds’, ‘Hollywood & Pop Culture’, ‘Love & Diamonds,’ ‘Style & Innovation,’ ‘Diamonds 101’ and ‘Inside the Diamond World’.

“The OND website will also dedicate significant coverage as a trusted educational hub providing all the facts needed when considering buying diamond jewellery,” NDC said. “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.”

At its debut, NDC launched its ‘Style Collective: Trend Report’, a compilation forecasting the natural diamond jewellery trends from leading experts. 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,” noted NDC.

The NDC also launched a new website dedicated to the industry, which features a resource portal for diamond 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,” NDC said.

The launch of the NDC reflects the collective commitment of its members, ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds, 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.”

Pic courtesy: Natural Diamond Council on Facebook