The Natural Diamond Council (NDC) has unveiled a new global strategy centered on consumers, as part of an effort to rebuild confidence in natural diamonds.
According to IDEX Online, the council plans to direct at least 80% of its future advertising investment toward consumer-facing campaigns. CEO Amber Pepper announced the move at a recent industry event in Mumbai organized by India’s Gem and Jewellery Export Promotion Council (GJEPC).
The strategy marks a shift away from retailer-focused marketing toward digital content designed to reach consumers directly, particularly Gen Z and millennial audiences. The NDC will place greater emphasis on the cultural relevance of natural diamonds, while also encouraging closer collaboration across the industry’s value chain.
Pepper, who succeeded David Kellie as CEO in February, outlined six pillars of the organization’s transformation strategy: industry unity, category marketing, organizational evolution, consumer focus, cultural relevance, and protection of the natural diamond category.
She also announced the Diamond Desire Index, a data-driven tool that will track consumer consideration, purchase intent, sentiment, and willingness to recommend natural diamonds across the US, India, and China.
In addition, the NDC introduced the Natural Diamond Mark, a consumer trust mark designed to help shoppers clearly distinguish natural diamonds from lab-grown stones.
Click here to read the full article on IDEX Online
