Natural Diamond Council: 2023 Annual Report

Press Contacts:

US: Elana Zajdman elana@naturaldiamonds.com

UK: Lisa Levinson lisa@naturaldiamonds.com

France: Mina El Hadraoui mina@naturaldiamonds.com

China: Yan Kwong yan@naturaldiamonds.com

India and Middle East: Richa Singh richa@naturaldiamonds.com

General inquiries: info@naturaldiamonds.com

The beauty of natural diamonds

Natural diamonds are among the most ancient and precious treasures you will ever touch, let alone own. Billions of years old, these rare gems were created by nature’s extreme heat, pressure and serendipitous circumstances deep within the Earth. A finite organic material, natural diamonds have a timeless brilliance that transcends trends. No one can pinpoint the first diamond discovery or even rule out the possibility that it adorns your jewellery today.

For centuries, natural diamonds have been woven into human culture, from royalty to cinema, fashion to sports. They commemorate life’s milestones, and their value remains from one generation to the next. Their physical magnificence is enhanced by their responsible journey, marked by ethical sourcing practices that benefit communities around the world.

The modern natural diamond industry supports the livelihoods of 10 million people worldwide. Up to 80 per cent of rough diamond value remains with local and indigenous communities in the form of local purchasing, employment benefits, social programmes, healthcare and investment in infrastructure. Through protecting threatened species like the African elephant and rhinoceros from extinction and conserving more land than Paris, London and New York City combined, each natural diamond contributes to a more sparkling future.

Purchasing a diamond is more than a transaction. It is one of very few items that will bring meaning to people, every day, for years. Our role is to communicate to consumers the value of natural diamonds and the stories they spark, celebrating these beautiful creations for generations to come.

David Kellie, Chief Executive Officer, Natural Diamond Council

CEO’s letter

Firstly, I’d like to thank you for taking the time to read this report. Given the extent of our activities in 2023, we felt it important to share our key initiatives, celebrate our largest partners and demonstrate how we approach contributing to a thriving industry to benefit all.

Consumer demand for natural diamond jewellery is key to a prosperous diamond industry. Our collective success is dependent upon our consumers’ admiration and trust. As diamonds continue to appear even more frequently in culture and media, it is encouraging that young consumers are enthralled by them.

We have a singular mission: to promote the unique values of natural diamonds to consumers. These are values that no other luxury item can lay claim to. Through our status as the only not-for-profit, brand and retailer agnostic entity with this mission in the natural diamond industry, we rely on the support of many stakeholders to expand the reach and impact of our message. This report explains how we do this in a world where everybody is shouting to have their voice heard.

While constantly motivated to innovate and improve, our industry should also take considerable pride in what it has achieved. The industry continues to benefit from a pool of hugely talented people, each with expertise built over many years.

NDC is driven to raise awareness of progress from across the industry, whether it’s conservation initiatives, inspiring collections from talented designers, exceptional customer service or the careful management of this rare and precious resource. We aim to celebrate not just the diamonds themselves, but the people who follow their own passion to deliver beautiful creations and build a better world for the future.

I’d like to take this opportunity to thank everybody who has contributed to NDC’s mission. Our achievements have only been possible through the efforts of so many people and businesses. We hope this report encourages more to join us in promoting the values of natural diamonds in 2024 and beyond. Together, we will continue to inspire new consumers and build a prosperous industry for all.

Lily James, NDC Global Ambassador in Only Natural Diamonds', To Treasure Now & Forever Global Campaign

Our 2023 highlights

280K unique daily visitors to Only Natural Diamonds website globally

$49.6M in broadcast media value provided by retail partner network

625 articles published globally

9,500 stores in our retail partner network

Launch of Only Natural Diamonds print magazine, with 1.2M readers in the year

6 designers completed our Emerging Designers Diamond Initiative and debuted collections at the 2023 JCK trade show in Las Vegas

Only Natural Diamonds, Spring/Summer 2023: From left to right Hey Yeon wears Jade Trau ring, Reza ring, Forte Forte dress. Astrid wears Jenna Blake ring, Mother of All dress. Katie wears William Goldberg ring, Araks dress. Photographed by Mark Lim.

About us

Founded in 2015 by seven major natural diamond producers as the Diamond Producers Association and re-branded in 2020, Natural Diamond Council (NDC) is the only not-for-profit entity specifically funded and established to promote the values of natural diamonds globally.

NDC operates out of offices in New York, Shanghai, Mumbai and Antwerp with satellite teams in London and Paris. We work with a close network of writers, journalists, photographers and producers to achieve our mission, supported by many instrumental industry partners, influencers and friends. We are funded through contributions from our members and other partners throughout the industry.

Our goal at NDC is to create high-traffic platforms through which we can engage consumers with the many inspiring narratives surrounding natural diamonds, the industry that enhances them and the communities that depend upon them. In today’s digital world, we see an opportunity to capture the attention of a global audience by shining a light on natural diamond stories in social feeds, with high frequency.

Our platforms also provide marketing, promotional and educational services to brands, designers and retailers, encouraging them to promote the values of natural diamonds and support our mission.

Natural Diamonds Council USA, Inc. is a Delaware non-stock exempt corporation that has been determined by the Internal Revenue Service to be exempt from federal (United States) income taxes under Internal Revenue Code (IRC) Section 501(c)(6), which provides tax exemption for business leagues and boards of trade.

Natural Diamond Council is incorporated in the UK as a private company limited by guarantee without share capital (“NDC UK”). NDC UK is a not-for-profit organisation (under NDC UK’s Articles of Association and bylaws it is not permitted to carry on any trade with a view to profit) with branches in India and China.

Natural Diamond Council Belgium is a fiscally transparent entity, with NDC UK and NDC US as its sole members. Being fiscally transparent, NDC Belgium always ensures that there is no taxable basis in Belgium.

Natural Diamond Council is a not-for-profit organisation committed to inspiring and educating consumers on the values of natural diamonds and the positive global impact of the industry.

Mission

Our approach

All we do centres around being there for consumers as an independent, trusted voice. Our approach to achieving our mission focuses on three key areas:

Inspire

A natural diamond is one of the only purchases that can incite a lifelong endorphin rush and enduring love. Today’s consumers are inundated with mixed messages on everything they purchase. We set out to show consumers that natural diamonds are the right choice, for all the right reasons.

Education

Buying any diamond is an important decision, financially and emotionally. We want everyone who purchases a natural diamond to feel confident and excited about their decision. This is only possible when they are properly informed and empowered to say ‘yes’.

Authority

Only with a voice of authority can we educate consumers and inspire their decisions. As a brand agnostic organisation, we are in a unique position to communicate integrity in the natural diamond industry as a whole.

Natural Diamond Council's Members

Our member companies are the bedrock of NDC. In 2015, seven diamond mining companies had the foresight to create the Diamond Producers Association (now NDC) to promote the values of diamonds to a global audience. Our member companies not only provide the financial resources required to fulfil our mission, but also offer strategic leadership on NDC’s priorities.

Collectively, our member companies are responsible for a significant portion of the world's rough diamond production,

Petra Diamonds, established in 1997 in the UK, is a leading independent diamond mining group with four active mines:

Finsch, Cullinan and Koffiefontein in South Africa and Williamson in Tanzania. Koffiefontein is no longer in operation and has been placed into care and maintenance ahead of closure or a potential sale. Petra is a constituent of the FTSE4Good Index, which measures the performance of companies demonstrating strong environmental, social and governance practice.

Rio Tinto, founded in 1873, with headquarters in the UK and Australia, operates a global diamond business that employs 1,200 people. In addition to being active in diamond exploration in Africa and Canada, Rio Tinto is the owner and operator of the Diavik Diamond Mine in the Northwest Territories of Canada and the owner and manager of the Argyle Pink Diamonds™ brand. Rio Tinto was a founding member and the first mining company to be certified by the Responsible Jewellery Council. It has also taken an active role in the World Diamond Council, which represents the diamond industry in the Kimberley Process to establish mechanisms for guaranteeing that diamonds are conflict free. Burgundy, founded in 2012 in Australia, produces and delivers ethically sourced diamonds from mine to market. The company owns and operates the Ekati diamond mine as part of Canadamark™ with an office, cutting and polishing facility in Perth, Australia as well as an office in Calgary, Canada and a diamond sales office in Antwerp, Belgium.

with operations in Canada and Africa. Beyond their economic contributions, NDC members are deeply committed to supporting sustainable development in the diamond-producing countries in which they operate. They prioritise creating safe, high-quality jobs and strive to source goods and services locally. These efforts are underpinned by a set of rigorous requirements for NDC Members, including a steadfast commitment to upholding the highest standards of integrity throughout the diamond value chain.

Lucara Diamond Corp., established in 2007 in Canada, owns and operates the Karowe diamond mine in Botswana. Karowe is one of the world’s foremost producers of high-quality diamonds larger than 10.8 carats known as “specials”. Lucara holds a 100 per cent interest in Clara Diamond Solutions, its proprietary digital sales platform. Lucara employs nearly 900 people, 99 per cent of whom are Botswana nationals, with women accounting for 29 per cent of the company’s workforce.

RZM Murowa, founded in 2004, is the majority owner and operator of the Murowa diamond mine in Zimbabwe. The mine employs almost 900 people with 46 per cent of the workforce coming from the local community. The company is a key development partner in the surrounding communities and has worked with authorities to maintain roads, water management, bridge and road construction, as well as provide electricity for healthcare centres and schools.

De Beers Group is the world’s leading diamond company with expertise in the exploration, recovery, sales and marketing of diamonds. The Group is the world’s largest diamond producer by value, with production operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of its strategy as it develops a portfolio of brands, including De Beers Jewellers and Forevermark, as well as a range of other pioneering solutions. These include the blockchain-enabled traceability platform, Tracr; the De Beers Institute of Diamonds’ Origin suite of services focused on diamond provenance; and the diamond sourcing initiative aimed at supporting formalisation in the small scale and artisanal mining sector, GemFair.

De Beers Group employees are focused on ‘Building Forever’, their commitment to creating a positive lasting impact that will endure well beyond the discovery of their last diamond. Building Forever is a holistic and integrated approach for creating a better future – one that is fairer, safer, cleaner and healthier; where safety, human rights and ethical integrity continue to be paramount; and where communities thrive and the environment is protected. From its mining operations in Botswana, Namibia, South Africa and Canada, through to the stores where it sells its diamonds, Building Forever guides De Beers Group’s work, decisions and behaviours.

Through Building Forever and its enduring commitment to the protection of human rights and safety, De Beers Group strives to protect the natural world, partner for thriving communities, accelerate equal opportunity, and lead ethical best practices across the industry.

Board of Directors

CHAIR

David Prager, Chief Brand Officer & Executive Vice President, De Beers

David has overseen marketing of De Beers and its brands for the past 17 years while leading the Group’s commitment to create a positive impact in the lives of people and the health of the planet through its ‘Building Forever’ sustainability framework.

His tenure with the company began in 2006, holding previous positions as Executive Vice-President of Corporate Affairs and Director of Communications. David began his career as a White House Intern during the Clinton Administration. He went on to oversee UK communications for AstraZeneca Pharmaceuticals and worked for Ogilvy PR in New York and London, providing counsel to clients including GlaxoSmithKline, Merck, Virgin Atlantic and Coca-Cola.

VICE CHAIR

Patrick Coppens, General Manager, Sales and Marketing, Rio Tinto

Patrick has served as General Manager of Sales and Marketing for Rio Tinto’s Diamond business for almost 14 years. He holds a Graduate Degree in Diamonds and Diamond Grading from the Gemological Institute of America (GIA) and is a qualified Investment Adviser from the EHSAL Management School in Brussels. He has more than 30 years of experience in rough and polished diamond sales, marketing and business development, having been closely involved in the commercialisation of diamond mines across different continents. Patrick is based in Antwerp, Belgium, and has worked across a global diamond portfolio from mine to market that has included Australia, Canada, Africa, China, Japan, the US and Europe.

Richard Duffy, Chief Executive Officer, Petra Diamonds Limited

Richard has spent more than 30 years working in the global mining industry, initially with Anglo American plc and then AngloGold Ashanti Limited, since its inception in 1998. In 2008, he was appointed Executive Vice President, Africa Region and continued in this role until January 2010 when he began overseeing operations in Namibia, Tanzania, Guinea, Ghana and Mali and a joint venture in the Democratic Republic of the Congo. In 2013, Richard was appointed Chief Financial Officer and was tasked with overseeing all financial matters, including the formulation and execution of financial business strategy, debt and equity financing. In 2015, Richard became the Co-Founder and Director of Africa Energy Management Platform, a private energy company targeting industrial and mining clients in sub-Saharan Africa. He joined Petra Diamonds as CEO in April 2019.

William Lamb, Chief Executive Officer & President, Lucara Diamond

William has over 30 years of leadership experience in the mining industry, most recently as CEO of NewGen Resource Lending Inc., and is on the board of several Canadian-listed companies. He was formerly the President and CEO of Lucara Diamond Corp. from 2008-18 before his recent return to the company. He is responsible for developing and commissioning the Karowe mine in Botswana as well as the development and operation of two diamond mines in Northern Ontario and the Northwest Territories in Canada. He has a strong track record in mine development and sustainable operations, with a focus on innovative technologies. William has received numerous awards for his contributions to the industry.

Grant Robert Flanagan, Board of Directors, RZM Murowa

Grant has spent more than 20 years specialising in the frontier and emerging market of Africa. He has served as the Chief Operations Officer of EFT Corp, a Mauritius headquartered business with offices in South Africa, Kenya, Ghana, Zambia and Zimbabwe. Grant is the founding Chief Executive of Atria Africa, an investment banking boutique and has also served as the Chief Investment Officer and Managing Director of the Asset Management Division of the Imara Group.

Eric Ingle, Vice President, Corporate Relations, Burgundy Diamond Mines

Eric has worked in energy and mining focused organisations for more than 30 years. He is a results-oriented people leader with a unique track record in human resources, strategy, sales, operations, commercial, scale capital projects and business transformation. Previous executive and consultative engagements include De Beers Canada, Suncor Energy, Anglo American, Peregrine Diamonds, Cenovus Energy, Husky Energy, Petro-Canada and LNG Canada. Eric is an adept leader in navigating workplace organisational change having supported numerous mergers, acquisitions, strategic reorganisations and multi-billion-dollar construction projects through to commissioning.

Executive Leadership

Raluca Anghel, Head of External Affairs and Industry Relations, is responsible for global external engagement and public affairs, while also spearheading communication and marketing efforts in Europe. Raluca skilfully coordinated Microsoft’s European storytelling agenda before transitioning to the European Parliament. There, she excelled in leading public relations campaigns and crafting policies related to vital areas such as social affairs, SME growth and technology. Raluca has held the role of Spokesperson for the Romanian Presidency of the European Union Council. With an extensive 11-year tenure in Brussels, she now lives in the UK.

Kristina Buckley Kayel, Managing Director & CMO of North America, steers

Only Natural Diamonds, the consumer facing editorial platform, advertising campaigns, trade and retail partnerships, education, press and consumer insights. Kristina oversaw marketing and communications at Van Cleef & Arpels for over a decade. She has also held senior marketing roles at Baccarat, Bottega Veneta and Ferragamo. Kristina currently lives in New York.

David Kellie, Chief Executive Officer, has more than 30 years of experience in leading marketing campaigns for some of the most influential brands around the world. David previously oversaw the marketing launch of the UK’s largest luxury timepiece retailer, Watches of Switzerland Group, into the US. Prior to that, he spent 15 years with Ralph Lauren initially in Geneva, Switzerland and then in New York where he led the global marketing and advertising teams across the full portfolio of brands and business. David currently lives in New York.

Mabel Wong McCormick, Managing Director of Greater China, is responsible for all business and team development. She has more than 20 years of experience in luxury brand marketing and senior management across Greater China and Asia. Mabel was instrumental in establishing the LVMH Wines & Spirits marketing team and launching its Prestige Brands in China. In 2006, she launched the Shanghai branch of a UK-based innovation consultancy company ?WHAT IF! and in 2008 established the Rémy Cointreau marketing team in Greater China and became Managing Director of Taiwan Branch. Mabel concluded her role with NDC in September 2023.

Richa Singh, Managing Director of India and Middle East, has worked in luxury marketing for over 25 years. An innovative strategist, Richa has a deep understanding of the luxury consumer landscape and leads the execution of consumer and partner facing activations aimed at boosting the natural diamond category. Richa has held senior positions at L’Oreal where she helped scale up and build brands across diverse categories encompassing beauty and luxury products. Richa currently lives in Mumbai, India.

Katja Thoelen, Chief Financial Officer, has worked with global companies across several industries for more than two decades. Katja is responsible for managing finance, accounting, legal, tax and human resources. Katja has held senior positions at Xella, DME Europe, ITAB Shop Concept and British Petroleum Belgium, and currently lives in Antwerp, Belgium.

Achieving our mission: Inspire

Inspiring customers sits at the heart of our mission. The natural diamond industry has many organisations that set and uphold standards, yet we are the only entity funded to promote the value of natural diamonds to consumers.

Natural diamonds are well-known and well-loved. It is our goal to make sure they remain the aspirational, luxury choice in jewellery, not just for one-off purchases but to celebrate people’s own individuality and empowerment. In today’s digital world, consumers have more choice than ever. We are working to ensure that natural diamonds will forever be culturally relevant, protecting the longevity of our industry.

With our not-for-profit status and brand agnostic approach, we share stories from right across the natural diamond industry. It enables us to inspire consumers in a broader, more holistic way than individual brands can alone. Working with third parties for all data and reporting means we bring the right knowledge to each piece of content to foster NDC’s authority. We also draw on our digital marketing expertise to elevate our messages and broaden their reach.

Maximising engagement

Today’s media landscape is characterised by highly personalised content consumption. New social and digital platforms can quickly reach vast audiences, presenting numerous opportunities to convey the value of natural diamonds to consumers.

Unlike the iconic industry advertising campaigns of the past, today’s communications need to perform in a more fragmented and fast-paced environment. Every post has just seconds to inspire. As such, each platform requires its own nuanced approach with creatives and messaging tailored to various target audiences.

Natural Diamond Council has deep digital expertise in-house, which informs and drives all marketing and advertising initiatives. Our media and creative strategy is aligned with the consumer purchasing journey. We identify which platforms are most effective in inspiring consumers at the outset of their diamond jewellery exploration, and which ones they turn to for information when they are close to making a purchase decision. Consumer media interactions vary across different cultures so we adapt media planning to the unique characteristics of each regional market.

While posts are live, we adapt them to algorithms to achieve the optimal impact based on performance data. To maximise engagement on every digital and social platform, we constantly evaluate and modify each post’s components, such as images, copy, hashtags and headlines.

Kiernan Shipka for our Only Natural Diamonds Spring/Summer 2023, From left to right:

Eva Fehren ring, Norman Silverman necklace, EF Collection earrings, Sylva & Cie ring, Briony Raymond bracelet, vintage Thierry Mugler top, Stella McCartney skirt. Photographed by Alexander Saladrigas.

Audience: Fashion-forward consumers who value sustainability

58% women

42% men

· more likely to purchase fine jewellery for themselves

· more likely to purchase fine jewellery as a gift

· more likely to look good and seek the utmost attractive appearance

· more likely to keep up with celebrity news and gossip

· more likely to be influenced by celebrity endorsements

NDC's global audience consists of a new generation of consumers who are predominantly young and independent. On average, this audience is 35 per cent Gen Z and 65 per cent millennials, with 62 per cent not married*. Research has found that our current audience seeks uniqueness and sophistication. Individuals are highly conscious of their appearance; they closely follow celebrity news and are more likely to be influenced by celebrity endorsements than previous generations.

Crucially, today’s consumers are committed to sustainability and empowered to buy jewellery that aligns with their values. A significant 70 per cent show interest in sustainability and ethical practices within the diamond industry. They also show a strong inclination to purchase fine jewellery for themselves and as gifts, with 59 per cent planning to buy diamonds in the upcoming year for occasions like anniversaries, engagements or weddings. They view diamonds as timeless symbols for marking life’s moments and preserving traditions.

Source: MRI – Simmons USA Double Base Spring 2022

The natural diamond industry has a compelling opportunity to connect with this style- and sustainability-conscious consumer base. Engaging with this audience involves aligning with their values and shining a light on the stories behind modern natural diamonds’ authenticity and sustainability.

Jewellery Trend Report, India & Arabia, 2023

From left to right: Thakorlal Hiralal necklace, Amrapali necklace

Global reach in 2023

Engaging our audience: at a glance

#Daily social media impressions

5.4M

#Daily social engagements

745K

#Daily video views

2.27M

Broadcast media value provided by retail partner network

$49.6M

A unified voice for natural diamonds

Only Natural

Diamonds:

our global digital platform

Only Natural Diamonds (OND) is our website and the digital publishing platform of NDC. Since its launch in 2020, OND has published over 600 articles a year and we continue to grow our content. Through this digital platform, our goal is to centralise consumer communications with a unified voice and demonstrate the breadth of value natural diamonds bring to wearers and the world. All content we publish is amplified with social media posts.

The premier destination for natural diamond inspiration and stories, OND successfully connects with the next generation of luxury consumers. Building on our not-for-profit status and brand agnostic position, we use the website to capture the vibrancy of the modern industry and share stories covering everything from upcoming jewellery designers to the efforts of park rangers in Botswana. Through these stories, OND provides relevant reflections and delves into the positive impact of natural diamonds, contributing to the continued progress of our industry.

The OND platform is published in the US, China, India, Middle East and France, with language content adapted for local cultural behaviours and trends.

280K unique daily visitors to websites globally

Our global digital platform In numbers

625 articles published annually

5 websites adapted to different countries (US, India, France, UAE, China)

3 languages

In 2023, NDC unveiled its first Only Natural Diamonds print magazine. This biannual publication complements our digital presence, strengthening our authority and delivering greater longevity. It covers both spring/summer and autumn/ winter seasons.

Globally, 10,000 copies are distributed through newsstands in Los Angeles, New York, London and Paris, as well as in 500 of the top luxury retailers and Delta Sky Club lounges throughout the US. It can be viewed digitally on the platform Issuu. In total, it reaches 103 million global unique visitors per year.

The debut spring/summer 2023 issue premiered at JCK/Couture in Las Vegas in May and featured actress Gabrielle Union on the cover. With a focus on the timelessness of diamonds, Gabrielle shared some of her favourite diamond moments, a handful of career insights and her outlook on Hollywood’s future. The issue also highlighted the industry’s history, emerging designers and our remarkable visit to Botswana’s Karowe mine with NDC’s Global Ambassador, Lily James. Engaging editorials like Second Skin bangles and a playful exploration of Akimbo engagement rings celebrated the beauty of natural diamonds.

An aspirational voice for natural diamonds Only Natural Diamonds: our print magazine

The autumn/winter 2023-24 issue launched in November and featured two cover stars, Lucy Hale and Taylor Zakhar Perez. With a focus on the rarity of natural diamonds, this issue gave an in-depth look at prized diamonds throughout history. It also explored the life and career of actor and singer Lucy Hale, who shared her coveted diamond collection, and highlighted the social and environmental passion that drives actor Taylor Zakhar Perez. In advance of the festive season, the issue included a gift guide featuring ethically sourced natural diamond jewellery and a comprehensive directory of NDC's official retail partners in North America.

Our upcoming spring/summer issue will centre on the theme ‘heirloom’, highlighting the enduring value and emotional significance of diamonds for families. We will continue to use the autumn/winter issue to mark the festive season.

An insightful voice for natural diamonds Diamond jewellery trend reports

In China, India and Arabia, NDC collaborates with key industry experts and retail partners to produce diamond jewellery trend reports. These reports inspire trend-driven consumers by showcasing influential creativity from designers, retailers and various brands. Within each region, the reports recognise the jewellery houses at the forefront of evolving style and celebrate prominent figures from both jewellery and fashion.

Our trend reports consolidate and present these trends, giving our audience a trusted source for insights. We ensure the reports gain extensive exposure with the support of our retail and media partners, which feature them in both their print and online publications.

We produce the reports annually to promote continued innovation in natural diamond jewellery design.

To Treasure, Now & Forever

Inspiration/Celebration (Bridal)

Thank You, By the Way

Positive Impact

Think You Know Diamonds? With Lily James in Botswana. Positive Impact

Diamond Facts

Education

NDC’s overarching mission is to inspire, educate and protect consumers. Our diverse campaigns are an important and effective way that we achieve our commitment.

Lily James, Actress and NDC Global Ambassador in Only Natural Diamonds, To Treasure, Now & Forever Global Campaign 2023-2024

Inspiring curiosity with a global campaign To Treasure, Now & Forever

We launched To Treasure, Now & Forever in September 2023 to celebrate the enduring allure of natural diamonds. This dynamic campaign stars Emmy-nominated actor Lily James and showcases exclusive pieces from key retail partnerships. We used this campaign as an opportunity to elevate engagement and bridal jewellery, highlighting the role these precious natural stones continue to play in celebrating life’s biggest moments. It gives a glimpse into Lily James’s personal diamond journey and spotlights meticulously curated collections with a blend of unique pieces and modern interpretations of natural diamond classics.

To engage audiences with differing levels of interest, the campaign featured a master video with behind-the-scenes content, along with additional videos and key visuals. It took centre stage on streaming giants like Hulu, Amazon Prime, Peacock and YouTube and captivated audiences during major live events, including the 2023 ICC Cricket World Cup. Content on social platforms expanded its impact. We also took the campaign to the vibrant streets of New York, Shanghai and other iconic destinations, making use of impactful out-of-home advertisements on billboards.

Our retail partners embraced the campaign, helping the enduring values of natural diamonds to leave a lasting impression globally. (See more on pages 67 to 73.)

Telling the wider story with a global campaign Thank You, By The Way

Thank You, By The Way was a campaign launched by NDC in August 2021, with support from the Responsible Jewellery Council. It aims to raise awareness among consumers who increasingly seek transparency about the origins and impacts of their purchases. The campaign expresses gratitude to consumers for choosing natural diamonds while showcasing the positive influence these purchases have on communities and conservation efforts. Emphasising the social and environmental side of the modern natural diamond story, it engages consumers in the industry’s unique, wider value.

For this global campaign, we created a diverse set of advertising assets, including point-of-sale, print and digital creatives, with the option for customisation. It enables retailers and industry partners at various levels to unite and promote the industry's commitment to sustainability through co-op advertising investments.

Lily James, NDC Global Ambassador, Botswana

Our Global Ambassador

Lily James

Critically acclaimed actress Lily James has taken on a significant role as the Global Ambassador for NDC. Over the past year, she has been the face of two Only Natural Diamonds campaigns, using her influence to promote the exquisiteness, intrigue and value of natural diamonds.

Lily has a diverse filmography, including her breakout role as Cinderella in Kenneth Branagh’s adaptation of Cinderella, and appearances in The Dig, Mamma Mia: Here We Go Again!, and Darkest Hour. She recently gained praise for her performance in the Hulu series Pam & Tommy, which earned her an Emmy nomination for Outstanding Lead Actress in a Limited Series or Movie. She has also featured in TV series including Downton Abbey and War & Peace. Lily continues to make her mark in the entertainment industry, collaborating with renowned directors and artists.

In October 2022, Lily embarked on a discovery journey to Botswana, where she had the opportunity to witness firsthand the positive impact of natural diamonds on local communities and economies. Her involvement with NDC reflects her commitment to supporting responsible and sustainable practices within the diamond industry.

In 2024, NDC will arrange a similar discovery trip in the Northwest Territories in Canada, a lesser-known region for diamond sourcing and the focal point for many of the industry's conservation efforts.

Exploring positive impact in natural diamonds

Our Global Ambassador visits Botswana

NDC Global Ambassador Lily James visited Botswana to experience first-hand the incredible process of recovering rare, billion-year-old precious gems and witness the positive impact of the natural diamond industry. Sharing highlights from her trip via social media, Lily has helped to bring to light the origin story and legacy of natural diamonds in this part of the world.

During her trip she visited the Orapa Game Park – part of the De Beers Diamond Route – which illustrated the impact of the natural diamond industry’s conservation efforts. Lily also met with students and teachers at the Livingstone House Primary School, one of four schools in the community that are run by

Debswana, a diamond mining company owned by De Beers and the Government of Botswana. This was followed by the opportunity to see natural diamonds at their point of origin with a visit to Lucara Diamond Corp’s Karowe Diamond Mine, as well as the De Beers Global Sightholder Sales facility in Gaborone, the capital of Botswana. Her last stop was the KGK Diamonds cutting and polishing facility in Gaborone, where she met with some of the remarkable employees, the majority of whom are native citizens whose livelihoods are supported by the natural diamond industry.

Lily James with students at the Livingstone House Primary School, Botswana

“I’ve been awestruck by the natural beauty and the vibrant communities I’ve seen in Botswana,” says Lily. “To know so much of this land – over 1,000 square miles globally – is protected by the natural diamond industry makes me incredibly proud to be NDC’s Global Ambassador.”

In July 2023, NDC hosted an event during Paris Haute Couture Fashion Week dedicated to the positive impact of the natural diamond industry on communities. The panel, hosted by Livia Firth MBE, Founder and Creative Director of Eco-Age, featured industry leaders and Botswana community members. Panel guests included Lily James; Andre Messika, Chairman of Andre Messika Diamonds LTD; Marie-Claire Daveu, Chief Sustainability Officer and Head of Institutional Affairs at Kering;

Kesego Kereemang, Safety, Health and Corporate Responsibility Manager at Lucara Botswana; and Iris Van Der Veken, Executive Director at Watch & Jewellery Initiative 2030.

Conversations during the panel highlighted how 80 per cent of the value from natural diamonds' recovery benefits local communities through purchasing, employment, educational and social programmes and infrastructure investment. Lily shared her insights from visiting Botswana and expressed her commitment to raising awareness among young people of natural diamond integrity. The event had 120 attendees, including global media, diplomatic representatives and industry insiders, with media coverage in Vogue France, Le Point, Vogue Italia, WWD and The Telegraph’s My Luxuries.

Pictured above: Iris Van Der Veken, Livia Firth, Lily James, Kesego Kereemang, and Andre Messika.

Achieving our mission:

Educate

A diamond may be the only precious stone an individual ever buys. Even a single gem is an investment that may become an heirloom, worn by the buyer’s children and grandchildren. A purchase so important needs to be made with confidence, supported by clear and accurate information.

Awareness of natural diamonds is high and widespread, yet the industry itself is commonly misunderstood by consumers. Myths exist around the integrity of both natural and synthetic stones. Representing the natural diamond industry, we believe it is our responsibility to educate consumers on the facts behind these rare and finite gems.

In our role as educators for consumers, we want to give people everything they need to make the right choice for themselves. As well as informing consumers about the cut, carat, colour and weight of stones, we see an opportunity to shed light on the provenance of natural diamonds and the good they do in communities.

We are well-placed to educate consumers directly and indirectly, both through our own platforms and through retailers and industry partners. As a not-for-profit entity, we can broaden consumers’ knowledge by telling the wider story of natural diamonds around the world.

Diamond Facts

ADDRESSING MYTHS AND MISCONCEPTIONS ABOUT THE DIAMOND INDUSTRY

Can you detect a laboratory-grown diamond from a natural diamond?

FACTCHECK

All laboratory-grown diamonds can be detected using professional verification instruments.

Mass-produced in just a few of weeks, laboratory-grown diamonds exhibit specific growth-related features and inclusions that differ from natural diamonds which were formed over billions of years in the earth.

How

do I know whether I’m purchasing a natural or a laboratory-grown diamond?

FACTCHECK

Legal definitions and advertising guidelines exist to protect and reassure consumers about whether they are purchasing a natural or laboratory-grown diamond. Retailers obtain reports or certifications from independent organizations that can verify the nature and quality of the stones. All sellers of diamonds or diamond jewelry such as retailers or jewelers are legally required to disclose when a diamond is manmade and must use clear and approved terminology in their communication to consumers.

Grading laboratories also test and provide reports that confirm the nature of the stones. CVD

Educating consumers Diamond Facts report

In May 2023, NDC launched Diamond Facts, a comprehensive report that addresses 11 misconceptions surrounding the natural and lab-grown diamond industries. These myths persist not only in the minds of consumers but also among journalists, writers, bloggers and even in occasional TV documentaries.

Diamond Facts serves as a critical resource to directly educate consumers. It aims to empower today’s discerning consumers with transparent information, helping to protect the natural diamond industry and its integrity.

The 60-page analytical report draws on verifiable data from independent experts and sustainability advisers to unequivocally challenge and correct the misconceptions. To ensure broad accessibility and visibility, we also created a condensed fourpage version of the report and launched a global consumer campaign across various social media platforms.

We will update the report as new data or myths surface.

Diamond Facts is available at www.naturaldiamonds.com/ diamond-guide/diamond-facts/

"NDC provides a wonderful resource for sales professional training. The easy -to-access and clear presentation format is loaded with relevant and current diamond information. For veteran sales professionals, the programme provides curated, on point, consumer ready selling and talking points. For newer associates starting their diamond journey, NDC resources provided pertinent training, helping them to accelerate their client facing diamond knowledge. Utilising NDC’s Education

Programmes has been a benefit to the teams that use it.”

– Ben Bridge Regional Director, Paula Gracia

Educating sales advisers Our education programme

Sales advisers can be both the entry point and final source of information for consumers when buying diamonds. Yet sales advisers around the world have differing levels of knowledge on natural diamonds. A mystery shopping report from over 100 jewellery retailers across the US revealed a significant gap in conveying the values of natural diamonds to the customer in-store. The report also revealed that intent to purchase increased from 19 per cent to 94 per cent when shoppers felt properly educated about diamonds.

Through our education programme for sales advisers, we are helping to ensure consumers receive accurate and compelling information about natural diamonds. We designed the programme to prime sales advisers to speak confidently about natural diamonds, helping to dispel common myths while bolstering sales conversion rates and average purchase values. It also offers an enriching opportunity for other jewellery professionals looking to complement their technical diamond knowledge.

Our education programme, at a glance

The programme offers a rich collection of modules and tools including interactive episodes (approximately 20 minutes each), self-knowledge testing, infographics, articles, workshops, research publications and downloadable social media assets for marketing initiatives. Content covers a wide range of topics, including the history and allure of natural diamonds, the industry’s positive impact and commitment to sustainability, the distinctions between natural and laboratory grown diamonds, and ways to answer diamond myths and frequently asked questions with factual information. A certification of completion is provided, adding to each sales adviser’s credentials.

Achieving our mission: Authority

An essential part of inspiring and building confidence among consumers is being an authority on natural diamonds. We aim to be a reliable source of information and help to promote standards that consumers can trust.

Today’s consumers choose to work with businesses that care about quality and welfare in the value chain. Taking responsibility for impact is not new to the natural diamond industry. Advancing health and safety, fostering female empowerment, protecting wildlife and supporting communities have all been woven into the fabric of the industry for decades, pre-dating the sustainability movement. Promoting this integrity is important to give consumers a well-rounded view of natural diamonds.

A great number of industry bodies provide the necessary frameworks and regulation to uphold standards in our industry. We complement these bodies by acting as a voice of authority for consumers, protecting them through the purchasing journey and helping to shape the future of the industry for their benefit.

Verifying natural diamonds Protecting consumers through rigorous testing

Consumers should have confidence that the natural diamonds they buy are genuine. Diamond verification instruments help the industry provide this assurance, but it is critical it uses an effective tool to provide consumers with accurate information.

NDC established the ASSURE Program in 2019 to independently test diamond verification instruments. Through ASSURE, we rigorously test instruments’ performance and gather third-party approved insights. Industry professionals can use the ASSURE directory of tested instruments to guide them in choosing the device that will best serve their needs.

We revised the programme in 2021 and 2022. Under ASSURE 2.0, the two independent testing laboratories that we collaborate with, UL Solutions in the US and University of Antwerp in Belgium, have been able to perform diamond jewellery set testing on both open and closed-back mounted stones. These laboratories have also provided instrument manufacturers with enhanced characterisation data to help them identify and address potential areas for improvement in their tools. The sample is now being expanded to test instruments that can verify extremely small stones, such as 0.5mm, which will be updated in Q2 of 2024.

We showcased instruments on the ASSURE directory in New York (through a strong collaboration with DMIA) and London (with the support of the London Diamond Bourse). Diamond verification instruments tested under ASSURE 2.0 were exhibited at the American Gem Society’s (AGS) Conclave, which took place on 1-3 May 2023, in Louisville, Kentucky. We also took part in an industry session on testing and pipeline integrity protocols, which are instrumental to maintaining long-term consumer confidence and limiting reputational risk.

Protecting consumers from misleading information

Fair and transparent communication is in the best interest of the natural diamond industry to maintain the trust of consumers. Most jurisdictions around the world have laws and guidelines that support full and proper disclosure. NDC works with other not-for-profit industry organisations to protect against wrong and misleading information (unintentional or otherwise) damaging the experience of consumers and the reputation of the industry.

We would especially like to thank The World Jewellery Confederation (CIBJO), the Jewelers Vigilance Committee (JVC) and the National Association of Jewellers UK (NAJ) and the members of the Collectif Diamant - Francéclat, L'Union Française de la Bijouterie, Joaillerie, Orfèvrerie, des Pierres & des Perles (UFBJOP), and L'Union de la Bijouterie Horologerie (UBH) for their partnership in setting and maintaining industry standards.

Where there are particularly egregious incidences of companies misleading consumers, NDC files complaints with the relevant independent institution that protects consumers, such as the National Advertising Division (NAD) of the Better Business Bureau in the US and the Advertising Standards Authority (ASA) in the UK. In recent years, we have raised objections on the non-disclosure of synthetic diamonds and misleading sustainability statements. The results of any complaints we submit are published publicly on the authorities’ websites.

Clockwise from top left: BernardJames, Amina Sorel, NDC’s Kristina Buckley Kayel, Rosario Navia, Gwen Beloti, Jessenia Landrum, Symoné Currie.

Promoting inclusivity Emerging Designers Diamond Initiative

As the natural diamond industry evolves, it is crucial that it becomes more equitable to maintain its integrity. The Emerging Designers Diamond Initiative (EDDI) launched in January 2021 with a $1 million allocation of diamond credit to support emerging Black, Indigenous and People of Color (BIPOC) jewellery designers. Its aim is to provide more opportunities, remove entry barriers and grant access to industry education and resources.

In 2023, designers selected for our EDDI received a $20,000 diamond credit at cost, retail opportunities, press exposure, diamond education, funding for production, CADs and sampling, as well as comprehensive mentorship from industry experts. Each designer was paired with a diamantaire to establish a line of credit in their name and personally select diamonds with unique cuts, colours and shapes that resonated with their vision.

This year’s EDDI class featured six talented designers: Amina Sorel, Bernard James, Gwen Beloti, Symoné Currie, Jessenia Landrum and Rosario Navia. In collaboration with renowned jewellery designer Lorraine Schwartz, NDC introduced their new collections, which debuted at the JCK trade show in Las Vegas in May 2023.

The designers initiated luxury retail partnerships with Moda Operandi and have curated selections available at 1stDibs. Each designer received support from 1stDibs through a grant and a year-long storefront dedicated to their work. Other prominent retailers, including Greenwich St. Jewelers and Marissa Collections, launched a curated selection from each designer. The designers additionally showcased their collections at a special press event in autumn of 2023 in New York. The collections are available for purchase through the designers’ online stores and at The Jewellery Edit’s pop-up shop in New York.

In 2024, NDC began working with Black in Jewelry Coalition (BIJC) to launch a jewellery education programme in Baldwin High School, a public school in New York State. It will explore each sector of the jewellery industry from bench to design to retail with the aim of inspiring potential young talent.

Partnership opportunities Shaping the future of natural diamonds, together

The success of the natural diamond industry is a collective responsibility. Although we focus our efforts on sharing the multifaceted value of natural diamonds to consumers, we rely on the support of our partners who play a vital role in amplifying our message to benefit the industry and the livelihoods it supports. Partners also help to deepen our shared expertise.

Our partners are different from our members, which fund our organisation. NDC offers partnership programmes for retailers and industry organisations, providing benefits like co-op advertising, content creation, education tools, consumer insights, media discounts, networking with industry leaders and strategy involvement.

As we work to extend insightful messages on natural diamonds, we aim to represent more of the organisations that support customers and our industry. Involving experts from more countries will give us a better understanding of industry challenges and enable us to connect with more consumers.

The natural diamond retail industry differs around the world, with some countries dominated by fewer, larger retailers and others led by independents. It is our ambition to engage businesses of all sizes. We will also seek to connect our retailers with industry organisations at major gatherings to create a community with shared goals.

"Venus Jewel believes that natural diamonds hold the power to transform lives. We need to make everyone aware about the ethics, transparency and commitment of the modern diamond industry. For this, it is imperative that we support NDC as they continue to inspire consumers and create desire for diamonds.

Joining forces with NDC not only reaffirms our commitment to the diamond industry but also amplifies our collective voice in promoting its brilliance. By championing the unmatched beauty and timeless allure of diamonds, we aim to create a legacy that stands the test of time. We are honoured to walk this path alongside NDC, united in our pursuit of a dazzling future."

- Rajesh Shah, Partner, Venus Jewel

Industry partnerships

Industry partnerships are open to organisations in the natural diamond value chain including diamond and jewellery manufacturers, diamond traders, industry service providers and industry not-for-profit associations. We look to partner with organisations that are keen to participate in our community and support our mission to promote the values of natural diamonds.

Our industry partners have their own missions to safeguard the values, trust and integrity of the natural diamond industry. We share their values and align with their respective missions, actively championing their key initiatives. Depending on the scope of the partnership, we may generate content to promote on NDC digital platforms, with the potential to share across other partners’ platforms.

Industry partners have free access to our education platform for all employees, and discounted rates for their retail partners. Engaging more professionals through the education programme will help to create unified understanding of natural diamonds and their values. At major industry in-person gatherings, we will also look to bring our industry partners together with retail and brand partners, strengthening our united approach.

Tier 1 Partners

Tier 2 Partners

Tier 3 Partners

Tier 4 Partners

Hari

Gem & Jewellery Export Promotion Council

The Gem & Jewellery Export Promotion Council (GJPEC) was established by the Government of India with the mission to promote the Indian gem and jewellery industry and its products. It was established in 1966 by the Ministry of Commerce and Industry (India). Headquartered in Mumbai with regional offices across the country, the Council has over 7,500 members in its fold.

Hari Krishna Exports Pvt Ltd

Hari Krishna Exports Pvt Ltd (also known as HK) is an Indian diamond and jewellery manufacturing conglomerate headquartered in Mumbai. Originally founded in 1992 by Savjibhai Dholakia and his three brothers, Ghanshyam, Himmat, and Tulsi Dholakia, HK holds the distinguished position of India’s foremost diamond exporter, with a global presence spanning Surat, Mumbai, Dubai, New York, Hong Kong and Antwerp. Renowned as a leading supplier, HK provides both certified and non-certified polished diamonds to over 86 countries worldwide.

Shree Ramkrishna Exports Pvt Ltd

A leading diamond manufacturer for over six decades, Shree Ramkrishna Exports Pvt. Ltd (SRK) has created a legacy of sophisticated simplicity, transparency and ethical practices in the diamond industry. As of September 2023, SRK is a $1.8-billion family-run enterprise with a workforce of 6,000 members. SRK holds the highest number of ISO certifications.

Venus Jewel

Founded in 1969 under the visionary leadership of brothers Shri Sevantilal Shah and Shri Ramniklal Shah, Venus Jewel played an instrumental role in transforming the Indian diamond industry for the modern day. It became the first Indian company to be certified as a member of the Responsible Jewellery Council in 2012. As a world leader in solitaires, Venus Jewel is a dedicated supplier of premium natural diamonds with a commitment to transparency and integrity, making it a preferred partner of many prominent luxury brands, jewellery designers and retailers. Its expertise is in large-sized round and rare diamonds ranging from 0.30 to 30+ carats.

Diarough

Industry leaders in all areas of the diamond supply chain for several decades, The Parikh Family Companies established Diarough in Belgium in 1975. Diarough has also been a Sightholder of DeBeers Group since 1983. Today, Diarough has offices in all the major markets including Dubai, Antwerp, Hong Kong, Shanghai, New York, Botswana and South Africa. It is a vertically integrated company across the diamond pipeline, from rough trading to diamond polishing to jewellery manufacturing. Diarough employs over 5,000 people across four continents and serves a global clientele that includes the world’s most recognisable luxury brands and retailers. It also provides innovative programmes for manufacturers of all sizes.

Shivam Jewels

A trusted name since 1995, Shivam Jewels crafts natural diamonds with passion and precision, with an expertise in intricate shapes. Its advanced manufacturing unit in Surat blends tradition with tech, transforming rough stones into dazzling gems. Through its app and website, sj.world, it redefines B2B relationships with E-BID, auctions and more on a global scale. It operates in over 20 countries worldwide and employs over 1,500 people.

KP Sanghvi

Founded in 1965, KP Sanghvi is an Indian family-owned polished diamond and jewellery manufacturer with a large global distribution network. Working closely with specialty jewellers, brands and large retailers for over 58 years, KP Sanghvi is a renowned leader in the natural diamond industry, known for its commitment to craftsmanship, innovation and ethical sourcing. KP Sanghvi has a strong direct supply of rough diamonds, as a longtime Sightholder with De Beers Group and a Rio Tinto Select Diamantaire. It is certified with various international standards, such as BSCI, BPP and SEDEX, and is also a member of the Responsible Jewellery Council.

Rosy Blue

Since Rosy Blue was founded in 1960 by Arunkumar Mehta and his uncle Bhanuchandra Bhansali, the company has grown exponentially, making it a leading, trusted and successful player in the global natural diamond industry. Today, Rosy Blue is a major brand comprising two independent global groups operating in 10 countries across the globe through various entities. It covers the entire pipeline, from rough diamond sourcing and trade to diamond manufacturing, polished distribution, jewellery manufacturing, distribution and retail.

Jewelex

Jewelex is among the world’s leading vertically integrated diamond and jewellery companies. It has been in the gems and jewellery business for over half a century and is trusted for its integrity and innovation. It offers a wide range of product lines and has a strong global presence, as well as deep manufacturing expertise. Jewelex India Private Limited is a Sightholder of De Beers Group and a member of the Responsible Jewellery Council.

Dianco

Dianco is a family business spanning three generations, established in Belgium, China, USA, Hong Kong, Dubai, Botswana and Namibia. With over 70 years of industry experience, it specialises in the procurement, manufacturing, certification and global distribution of diamonds, boasting exclusive access to the world’s largest mines.

Choron Group

Choron Group is a leading global rough and polished diamonds house. The Choron Group was established in 1985 by Rajesh Gandhi in Antwerp, Belgium, the diamond capital of the world. With invaluable experience from his roots in India, Rajesh set out to create a reputed and trusted diamond company. Today, the Choron Group is primarily focused on the sourcing, assortment and sale of rough diamonds, the manufacturing of exceptional rough diamonds, the sale of polished diamonds and the distribution of wholesale jewellery. The Group is among a handful of players to procure rough diamonds from major mining companies including De Beers Group and Sodiam, while its polished diamonds division caters to businesses, discerning clients and retailers globally.

Delgatto Diamond Finance Fund

The Delgatto Diamond Finance Fund (DDFF) is the world’s largest non-bank lender in the diamond and jewellery industries. Its mission is to remove the barriers between jewellers and traditional banks. It is the first company of its kind, providing easy and affordable access to capital, while simultaneously offering the option of a direct-to-consumer marketing platform. This unique combination of services gives diamond wholesalers an effective, innovative and sustainable way to overcome the myriad challenges they face today. DDFF offers up to $15 million per client and is the only collateral finance company that gives its customers full access to its goods.

World Federation of Diamond Bourses

The World Federation of Diamond Bourses (WFDB), an association of the world’s major diamond bourses, is the official organisation of the international diamond trading sector. The WFDB promotes the principles of trust, transparency and integrity among all members of the industry.

Bonas

Bonas is the world’s longest established diamond brokerage and consultancy firm. More recently, it has also become the largest global independent diamond and gemstone tender and auction house. From its position at the forefront of value chain consulting, Bonas is able to help shape the future prosperity and sustainability of the diamond and gemstone industries.

Botswana Diamond Manufacturers Association

Botswana Diamond Manufacturer Association (BDMA) was established as a Non-Profit Organisation during the year 2007. It is the voice of the diamond cutting & polishing industry of Botswana. The BDMA consists of DeBeers sight-holder members, associated members who are cutting & polishing license holders in Botswana and also Brokers for the industry.

Antwerpsche Diamantkring

The Antwerpsche Diamantkring is the world’s leading rough diamond bourse founded in 1929. A founding member of the World Federation of Diamond bourses and one of the 4 Antwerp diamond exchanges, the Antwerpsche Diamantkring offers its members a range of supporting services to conduct business transactions in a secure and regulated manner and provides access to a dedicated diamond trading floor.

United States:

India/Middle East:

China:

Retail partnerships

NDC partners with a wide spectrum of retailers globally, including luxury jewellers, independent fine jewellers, chains, maisons and jewellery professionals. Together, they represent the diverse cultural tapestry of the market. Retail partners are selected for their passion to create a long-term natural diamond business, the strength of their relationships with their local client base and the ethical values they share with NDC.

We support our retail partners to elevate the natural diamond jewellery category through a wealth of advertising opportunities and campaigns, spanning digital and traditional platforms. Many use our global celebrity and sustainability campaigns to promote their natural diamond jewellery through local media. Additionally, they integrate campaign assets into select online and point-ofsale marketing initiatives.

All our retail partners have access to our educational resources.

“With NDC's Official Partner Program, we found both an ally and resource for educating clients on ethically sourced natural diamonds' value and unmatched brilliance. NDC works with our unique goals to craft campaigns that speak honestly to the culture of our family business. Daily, clients thank us for helping them understand the global benefits of the natural diamond industry. Without NDC, we could not have achieved such success so quickly in a market flooded with false information about laboratory-grown diamonds.”

- The Razny Family

Retail Partnerships

North America

NDC strategically partners with 41 retailers that collectively have 367 stores across North America. Regional partners include Bachendorf’s, London Jewelers and Razny.

With over 70 years in the industry, Razny is Chicago’s leading family-owned retailer for loose diamonds, fine jewellery and Swiss timepieces. Bachendorf’s has served the Dallas, Texas, market for almost 50 years with the finest hand-selected diamonds, designer jewellery and timepieces. Established in 1926, London Jewelers is one of the most prestigious independent fine jewellers on the East Coast, with seven locations across Long Island, New York City and New Jersey.

In the US, more than half the natural diamond jewellery retail market consists of small independent businesses. Looking ahead, we are exploring ways to engage with these retailers to increase our representation and ensure their voices are heard.

Retail Partnerships Middle East

In 2023, NDC expanded into the UAE through strategic partnerships with key retailers that share its values: Malabar Gold and Diamonds, Jawhara Jewellery and La Marquise Jewellery. Together, they work towards establishing Dubai as a prime natural diamond destination.

Malabar Gold and Diamonds is ranked sixth globally among jewellery retailers, and predominantly serves Indian and South Asian communities. Jawhara is the fastest-growing Emirati brand for natural diamonds, mainly targeting local Emiratis and Arab expats. La Marquise Jewellery is an independent fine jewellery brand that focuses on high-net-worth individuals among expats and Arab locals. As well as leading the jewellery industry, these partners represent the diverse cultures within the Middle East market.

These collaborations broaden NDC’s reach in the UAE. Partners leverage NDC’s global assets and educational resources to promote NDC across various media channels and other touch points such as digital, events and billboards, as well as through influencers and PR opportunities.

Retail Partnerships China

In 2023, NDC partnered with four retailers in China: Chow Tai Fook Jewellery Group Limited (including Chow Tai Fook, Jewelria, SoInLove and Hearts on Fire), Zbird, Liu Gui Fu Jewelry and Darry Ring, totalling 8,700 stores.

Chow Tai Fook Jewellery Group has gained global trust as a jewellery leader renowned for its authenticity and high-quality pieces since 1929. Zbird, which pioneered online diamond sales in 2002, specialises in creative diamond jewellery. Darry Ring, endorsed by Frost & Sullivan as the world’s foremost engagement ring brand, promotes custom engagement rings. Liu Gui Fu Jewelry, established in 2006, conveys Eastern aesthetics and the brand’s heritage through its jewellery.

Collectively, these businesses hold 2,900 digital displays and 750 lightboxes. Through the partnerships, we have been able to utilise 242,000 in-store materials, 48,000 LED screens and a social media presence that spans 11 e-commerce platforms and over 200 posts.

Content and media partnerships

We offer bespoke services through our content and media partnerships. Our skilled and efficient content creation team brings years of jewellery experience and expertise in digital and print marketing to tell each brand’s own natural diamond story. Combining limitless imagination with practicality, our content and media partnerships make it easier for businesses to inspire consumers and advance the integrity of the modern diamond jewellery.

We have helped our partners showcase their unique company values, promote products through their channels and develop their own brand strategy and identity. Through our in-house team and platforms, we also promote our partners’ content to our highly engaged audience.

To give an example, we supported Jared, a division of Signet Jewelers in the US, with custom point-of-sale marketing for 239 stores and content for its website, social media and monthly e-blasts to amplify our Thank You, By The Way campaign.

In 2023, NDC established content and media partnerships with luxury jewellery brands such as Kwiat, Brevani, Gabriel & Co., Norman Silverman and Christopher Designs, as well as key industry players Gemological Science International (GSI), Platinum Guild International and Diamond Standard.

Harwell Godfrey and the Platinum Guild International for Only Natural Diamonds, F/W 2023-2024, photographer Andrew Werner

Outlook 2024 Building on our strengths, together

As the diamond market recovers from the challenges in supply and a subsequent reduction in pricing seen in 2023, NDC will continue to inspire and educate consumers, predominantly young women. Our focus will remain on creating campaigns that resonate with our target audiences and connect with culture.

The most visible evolution of our strategy will be an increased focus on campaigns that highlight the inherent values of natural diamonds, as well as the beauty of the finished jewellery. Consumers are evolving. They want to understand the values of the products they buy as well as the organisations responsible for bringing them to market. Natural diamonds are unique in their origins, beauty and individuality, and the industry shares common values rarely seen across other industries. We will bring together all our campaigns under a single umbrella statement to be launched in early 2024 along with our new celebrity campaign.

Building on the success of Lily James’ discovery trip to Botswana and the strong engagement of consumers with the resulting campaign, NDC will stage a similar trip to the Northwest Territories in Canada to bring attention to this relatively unknown source of natural diamonds. Imagery photographed on the trip will be included in a campaign launching in Q2 of 2024.

We will continue to expand our network of partners and maximise the value that we bring to new and existing partners around the world, including retailers, industry organisations, brands, designers and service providers. We all share the same objective: a healthy and prosperous natural diamond industry.

To strengthen our partners’ connections and share new ideas, we will provide a unique opportunity for our most influential partners to spend time together at the 2024 JCK trade show in Las Vegas. By working together, we can expand the reach and influence of our collective promotion and communication of the values of natural diamonds.

Natural diamonds help provide access to education for over half a million children globally.