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New York, NY--The Natural Diamond Council started a new program designed for leading natural diamond retailers: NDC’s Premier Retailer Accreditation.

The mission of NDC’s Premier Retailer Accreditation is to raise the position and awareness among consumers of best-in-class natural diamond retailers “who execute the highest standards and trust of service,” NDC said in a statement. The accreditation is a complimentary recognition that highlights best-in-class retailers through the Premier Retailer seal — a trusted mark of excellence and quality granted to retailers who meet five uncompromising standards. These standards are:

1. Showcases a curated selection of natural diamonds, graded by the world’s most reputable grading laboratories
2. Maintains rigorous diamond education across the store team to provide best-in-class guidance to customers
3. Delivers an exceptional in-store experience by presenting the unique values of natural diamonds
4. Utilizes in-house diamond screening tools to ensure customer confidence in diamonds offered
5. Transparent demonstration of ethical sourcing and responsible business practices
6. NDC partnered with regional retailer Ben Bridge Jeweler and luxury independent jeweler Lux Bond & Green to pilot test the Premier Retailer Accreditation impact with geotargeted social media campaigns.

“We experienced strong digital results from the Premier Retailer campaign and are particularly encouraged by the clarity of messaging,” says Lisa Bridge, former president & CEO, Ben Bridge Jeweler. “As consumers navigate where to shop, this designation helps provide clarity as to what experience customers can expect from us.” 

“In five years the NDC has become an established authority with consumers. This has benefited business for our 40+ retail partners who have participated in NDC’s cooperative marketing. They consistently outperform the market cycles due to their commitment to natural diamond marketing and education,” said Kristina Buckley Kayel, managing director of Natural Diamond Council. “Now is the right time to leverage NDC’s authority and expand the elevation of diamond retail through a visible Premier Retailer seal that marks adherence to formalized criteria which are communicated to consumers, instilling desirability and confidence in their choice of retailer.”