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Mumbai, India--The Natural Diamond Council (NDC), a not-for-profit organization dedicated to promoting and supporting the natural diamond industry, has partnered with jewelry brand, Jawhara Jewellery, to enhance aspiration and desire for natural diamonds in the United Arab Emirates.

[Image via Natural Diamond Council]

According to a news release, this collaboration will showcase this billion-year-old jewel's inherent and emotional value and inform and educate people in the region about the integrity and heritage of diamonds while celebrating innovations in jewelry design and craftsmanship.

"Natural diamond jewellery seamlessly straddles between tradition and modernity and we are here to shine a light on this elegant gem," said David Kellie, CEO of Natural Diamond Council, in the news release. "With this collaboration, we are excited to highlight the incredible innovation happening throughout the world of natural diamonds, while celebrating the integrity and ethics of our wonderful industry."

"With this collaboration with Jawhara, we are enthralled to showcase the sparkling world of natural diamonds – from style, celebrities, inspiring design as well as our sustainability initiatives," explained Richa Singh, Managing Director, Natural Diamond Council, India & Middle East, adding that Jawhara's "incredible designs we will create more opportunities to celebrate personal connections and meaningful moments."

Muhammad Tamjid Abdullah, Deputy CEO and Spokesperson of Jawhara Jewellery, said in the release that the collaboration would usher in modern aesthetics and interweave it with tradition.

Link to the news release.