(PRESS RELEASE) NEW YORK — The Natural Diamond Council (NDC) is partnering with COUTURE to bring the best of COUTURE’s talented designers direct to consumers in real-time for the first-time ever. Leveraging the Only Natural Diamonds (OND) platform, LIVE from COUTURE will give the industry’s diverse and innovative talent premiere exposure to the next generation of luxury consumers.
Historically a closed event reserved for the jewelry industry, COUTURE is the most prestigious jewelry exhibition in the world, featuring the industry’s top and up-and-coming design talent in one space. For the first time in its tenure, COUTURE will be brought to a consumer audience through the partnership with NDC, providing an insider’s look to the most covetable diamond jewelry trends emerging from the exhibition in real time. The choice to increase visibility of COUTURE and open it up to a new, virtual audience stemmed from recent consumer desire for fine jewelry underlined by a persistent uptick in diamond jewelry sales this year.
The omnichannel strategy includes content creation and distribution across NDC’s and COUTURE’s digital channels, as well as media outreach and broader syndication. The narratives, or themes to be covered include: Bridal & Engagement Trends, as well as Fall and Holiday Trends, with a focus on highlighting emerging and BIPOC designers, as well as ethical and sustainability practices across all content. In addition to the NDC’s editorial team, a roster of industry experts will share their findings as correspondents, supporting the development of content on behalf of the NDC.
“We are thrilled to partner with COUTURE and look forward to giving our Only Natural Diamonds consumer audience never-before-seen access to this exclusive industry event. Highlighting the industry’s exceptional talent to our core demographic of young Millennials and Gen Z on key digital channels will create excitement and new demand among the next generation of jewelry buyers,” Kristina Buckley Kayel, Managing Director of the Natural Diamond Council.
“We always look forward to seeing the newest collections of COUTURE’s talented designers and brands during our event each year. Our partnership with Natural Diamond Council provides us with a unique opportunity to give an engaged audience of jewelry enthusiasts an inside look into these spectacular collection launches,” said Gannon Brousseau, COUTURE Director, EVP, Emerald.
Only Natural Diamonds (www.naturaldiamonds.com), which launched in June 2020 has 100 million unique global visitors a year, and 11.5 million impressions on its social media channels daily. Estimated reach of the content produced over the three day show period includes: 400K website visits, 600K impressions on Instagram, 12K industry impressions on LinkedIn, and a further 120K video views on YouTube. The NDC will produce LIVE from COUTURE in the Pomerol ballroom. Themed vignettes set-up throughout the space will allow for content capture opportunities, with separate areas designated for one-on-one interviews.