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DPA To Relaunch As ‘Natural Diamond Council’ June 03, 2020 (0 comments)


New York, NY—The Diamond Producers Association, a consortium of the world’s leading diamond producers’ efforts to promote natural mined diamonds, will now be called the Natural Diamond Council with a consumer-facing identity and a digital platform called ‘Only Natural Diamonds’ (OND). The trade announcement was made Monday.

Like its predecessor organization, the NDC will serve 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 will also become the go-to digital publisher for innovative content covering all that’s new and exciting in the diamond industry. As part of the launch, the DPA’s former consumer identity of ‘Real Is Rare, Real Is A Diamond’ will become ‘Only Natural Diamonds,’ the NDC’s new consumer brand identity.

“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.”

“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,” adds NDC’s North American managing director 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.” 

Launching June 1, the new OND website is a resource celebrating all that is great in the world of natural diamonds. It includes feature articles and content from innovators in the worlds of jewelry and publishing. The website offers insightful coverage under six key pillars: Epic Diamonds, Hollywood & Pop Culture, Love & DiamondsStyle & InnovationDiamonds 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 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 biannual compilation forecasting the natural diamond jewelry trends from leading experts: editor-at-large Jill Newman, who penned the report; blogger Katerina Pereaz as curator of best jewels; celebrity stylist Cristina Ehrlich; and Will Kahn, jewelry director at Moda Operandi, 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.

The NDC also launches with a new website dedicated to the industry and 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.

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

“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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