NDC Unveils ‘Natural Diamonds, Eternally Yours’ Campaign
Celebrating Earth’s masterpiece – born of nature’s grandeur, perfected by human ingenuity, and eternally cherished across life’s treasured moments.
Published: January 28, 2026
Natural Diamond Council Eternally Yours Campaign
Natural Diamond Council (NDC) today announced the launch of its new global campaign, “Natural Diamonds, Eternally Yours,” debuting February 2026.
As a not-for-profit organization dedicated to advancing the integrity and desirability of natural diamonds, NDC’s latest campaign pays tribute to the natural diamond’s extraordinary journey- from its celestial, billion-year-old origins deep within the Earth to its transformation through human craftsmanship into a polished gem. “Natural Diamonds, Eternally Yours” celebrates the enduring symbolism of natural diamonds across generations, honoring their role as cherished talismans of love, memory, and strength.
While many who own or admire natural diamonds already appreciate their provenance and preciousness, this campaign is designed to deepen that emotional connection. To ensure strong marketplace resonance, NDC tested the concept against other diamond jewelry campaigns with an audience of 21-35-year-olds who own or are considering synthetic diamonds, or remain undecided. The research revealed that emphasizing how natural diamonds embody the grandeur of the natural world is the most differentiating narrative – increasing desirability and consideration for natural diamonds among this cohort by nearly 60%.
“Beyond its measurable impact in concept testing, the campaign evokes deeply emotive responses- both personal and universal- highlighting how natural diamonds connect us to something greater than ourselves,” said Kristina Buckley Kayel, Managing Director and CMO, NDC North America. “The allure of the campaign stands out in a crowded marketplace and beautifully complements brands’ and retailers’ activities focused on accentuating their natural diamond collections.”
NDC retail partners will be able to co-op the campaign, and NDC will support it with a dedicated media plan centered on promoting the hero film among a 21-35-year-old audience. Media highlights include premium online video placements across Netflix, YouTube, Amazon Prime, Hulu, and Disney+, platforms where target audiences are most engaged and can be reached at scale. The plan blends high-impact moments that deliver visibility during key streaming touchpoints with broad, cost-efficient reach tactics.
All media placements will drive to naturaldiamonds.com – NDC’s global, authoritative destination for inspiring and educational content on natural diamonds. The site offers rich storytelling on their unique values, cultural relevance, enduring meaning, and the significant positive impact they create in the regions where they are discovered, from Botswana to Canada.
Retailers who are not currently NDC partners but are interested in co-oping the campaign can email officialpartners@naturaldiamonds.com.
