The Natural Diamond Council (NDC), formerly known as the Diamond Producers Association, will drive the desirability of diamonds, says CEO David Kellie. “The focus of the organisation will be to drive desirability of diamonds in the medium to longer term, by reaching out to consumers via a combination of editorial, education, advertising and social media”, David said in a webinar conversation with David Brough, the jewelry editor of Jewellery Outlook.
The NDC has repositioned its message to “Only Natural Diamonds”, to drive home the unique and enduring qualities of natural diamonds.
While the near-term outlook for natural diamond jewelry sales were “incredibly challenging” due to the impact of the coronavirus pandemic, the medium to longer term prospects are extremely constructive due to the enduring emotional appeal of diamonds.
“Diamonds and diamond jewelry are a wonderful product. There will be a much greater respect for all things natural.”
Consumers will demand the highest standards in terms of the sustainability of the diamond jewelry supply chain, David said, reinforcing the message of groups like the Responsible Jewellery Council (RJC). Read more here.
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