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Diamond Producers Association Relaunches with New Name

It is now the Natural Diamond Council.




NEW YORK — The Diamond Producers Association has relaunched as the Natural Diamond Council.

The NDC “will serve to promote the desirability of natural diamonds and support the integrity of the diamond jewelry industry,” according to a press release from an organization. It 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.”

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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.”

“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.”


Kristina Buckley Kayel, NDC managing director North America, 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 jewelry. 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.”

Launched on June 1, the OND website includes feature articles from editorial jewelry veterans such as Jill Newman, Marion Fasel and Carol Woolton, as well as content from innovators from the worlds of jewelry and publishing. The website offers insightful coverage under 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 site will also dedicate significant coverage as an educational hub providing facts to consider 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.

Alongside its debut, NDC launches its “Style Collective: Trend Report,” a compilation forecasting the natural diamond jewelry trends from leading experts. Style Collective members include Newman, editor-at-large, who penned the report; Katerina Perez, curator of best jewels; Cristina Ehrlich, celebrity stylist; Will Kahn, jewelry director at Moda Operandi; and Rachel Garrahan, British Vogue’s jewelry and watch director. 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.

The NDC also launches with a new website dedicated to the industry and features a resource portal for Diamond Professionals, from retailers to designers. The hub will provide easy access to an array of industry resources, customizable marketing materials, e-learning programs and the latest industry news.

The launch of the NDC reflects the 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.”

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