In the Northwest Territories of Canada, natural diamonds have created more than 74,000 cumulative years of employment and generated half of the region’s government revenues.
South Africa’s diamond industry drives local business through $149.8 million in procurement.
Diamonds make a powerful difference. We share it far and wide.
The natural diamond industry supports the livelihoods of 10 million people worldwide. Approximately 80% of the value generated by responsible diamond recovery is retained locally, fuelling infrastructure, healthcare, education and social programmes.
Every producing region, from Southern Africa to the Canadian North, holds eye-opening stories of the positive impact of natural diamonds for local people. Through our trusted voice and industry-wide partnerships, we take those stories to wider audiences, bringing their enduring value into sharper focus.
A diamond is a symbol of eternity. Our mission is to advance the integrity of the modern industry to protect it for generations to come.
Here are just some of the countries experiencing the benefits of natural diamonds.
Because of the local diamond producing industry, all primary age children in Botswana now receive free state education.
The Zimbabwe government envisions that diamonds will contribute $1 billion annually by 2040 to support its transition to an upper-middle-income economy.
In Namibia, 80 cents of every diamond dollar goes to state coffers, funding hospitals, schools and infrastructure.
Lesotho produces the highest-valueper-carat diamonds in the world through an industry that employs 98% of people locally.
I have joined NDC at a pivotal time for the natural diamond industry. Larger diamond markets around the world were resilient to many geopolitical shocks in 2025, yet economic headwinds have impacted the industry. As turbulence continues around the world, I am confident that our industry can weather the challenges. Natural diamonds remain desired for their cultural significance, emotional symbolism and precious qualities, and I believe we can continue to connect people to these stones in a personal, meaningful level.
Through 2025, NDC made great strides in strengthening our foundations to elevate the natural diamond story and bring their values deeper into consumer consciousness. Natural diamond producer nations and industry leaders including De Beers signed the Luanda Accord, a long-term commitment to provide financial resources and back NDC to promote natural diamonds to consumers globally. I am both grateful and excited to be leading NDC at a time when the industry is united and aligned with supporting our mission.
Already, we see green shoots of investment through our network. With Namibia becoming an additional Luanda Accord signatory and both ENDIAMA and SODIAM official members in 2026, we are on a trajectory of growing strength. These investments will support us in continuing to correct false narratives that surround the industry and share with pride the positive impact that natural diamonds have on so many livelihoods around the world.
A new era of consumer engagement
Despite challenging market conditions, NDC continued to innovate during 2025. The team found new methods and channels to promote natural diamonds to consumers, educate retail professionals and work with partners throughout the industry to expand the reach of our work.
A letter from our CEO
My ambition for the years ahead is to build on this originality. The new consumer looks very different in 2026 than in previous years. Gen Z and Millennials now represent the majority of diamond jewellery demand globally. While we have been deepening our understanding of this consumer bracket, their motivations continue to evolve. They are digital first and inspired by peers yet motivated by proof points. There is more work we can do to create meaning at every stage of this buying journey with moments that inspire, educate and persuade.
Carrying the legacy forward
The modern natural diamond industry is clear on what it stands for: trust, honesty, responsibility and ethics. It is our role to make sure consumers also recognise the industry for these values.
To bring consumers with us, we are committed to being the trusted authority to which industry players, journalists and consumers turn for assurance and clarity. As we build belief in our insights and education, we will accelerate our goal to elevate natural diamonds above synthetic stones.
The diamond industry has always understood the consumer. Rather than selling an object, it has created a cultural phenomenon that has endured through centuries. We are guardians of that legacy. I am excited to bring my experience in driving commercial growth, digital innovation and consumercentric storytelling to connect today’s consumers to the power of natural diamonds.
would like to take this opportunity to thank all my new colleagues at NDC for their support, skill and commitment to ensure natural diamonds’ inherent uniqueness remains valued and desired for generations to come.
wish everybody in the world of natural diamonds great success for 2026 and I look forward to meeting lots of new faces over the next year and beyond.
Amber Pepper Natural Diamond Council CEO
Our 2025 highlights
Luanda Accord was signed.
Representatives from diamond-producing governments and industry leaders agreed to allocate 1% of annual diamond revenue to NDC in support of our work to preserve the responsible natural diamond industry. Read more on page 17.
Welcomed the President of Botswana to Club events.
During this year’s NDC Club during the JCK Show, we hosted talks from the President of Botswana, His Excellency, Duma Gideon Boko and Bogolo Joy Kenewendo, Minister of Minerals and Energy, who each discussed natural diamonds’ hugely positive impact in the country. We were delighted that the Club lounge became the go-to meeting point for industry representatives during the show this year.
Revamped and repositioned our US website.
It is now the one-stop source of trusted information on natural diamonds for journalists, consumers and trade. Read more on page 44.
Launched our Diamond Learning Center.
This free online platform gives retailers and other industry professionals access to a comprehensive suite of learning tools to support them in championing natural diamonds and guiding consumers through their most important purchases. Read more on pages 58.
Hosted a series of standout events.
These included an event organised in partnership with the High Commission of Canada and the Government of Northwest Territories and an immersive exhibition dedicated to natural diamonds hosted with NDC China, Shanghai Diamond Exchange and Bazaar Art. Government officials, industry leaders and the press attended these events, enabling us to build powerful relationships and share deeply impactful stories of natural diamonds.
NDC was the partner for the very first edition of the Grand Prix de la Haute Joaillerie (GPHJ) in Monaco, alongside Profirst and the Monte-Carlo Société des Bains de Mer. The event was dedicated to excellence, creativity and the savoir-faire of the world’s greatest jewellery houses.
Only Natural Diamonds won a Gem Award for Media Excellence.
This award for Only Natural Diamonds Editor-in-Chief Sam Broekema recognises expertise in creating a strong and inspiring narrative for natural diamonds.
NDC in collaboration with Mr. Ahmad Ali Moosa, Director of the Consumer Protection Department at the Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), and the Dubai Jewellery Group (DJG), hosted the inaugural edition of The Diamond Dialogue, convening approximately 100 industry leaders from across the UAE’s jewellery sector—including both natural and laboratorygrown diamond stakeholders, for an open exchange on the evolving natural diamond landscape.
Introduced our Premier Retail Program.
This Accreditation gives best-in-class diamond retailers a mark of excellence and quality to stand out and channel consumers to approved stores. Read more on page 33.
About us
Natural Diamond Council (NDC) is a not-for-profit organisation dedicated to promoting and protecting the integrity of the natural diamond industry worldwide. Founded in 2015 as the Diamond Producers Association and rebranded in 2020, NDC serves as the authoritative voice for natural diamonds, inspiring and educating consumers on their real, rare and responsible values.
At the heart of NDC's mission is a commitment to supporting the natural diamond industry, its heritage and the communities that depend on it. Through high-traffic platforms and powerful narratives, we ensure that natural diamonds remain celebrated for their rarity, responsibility and profound cultural significance.
As a brand agnostic entity, we bring organisations from across the industry together to contribute to and elevate our shared mission. We provide marketing, promotional and educational services to brands, designers and retailers. By helping them to amplify the values of natural diamonds, we drive awareness of the industry's positive global impact and the 10 million livelihoods it supports across four continents.
Our work is made possible through contributions from our members – leading diamond producers from around the world – and our network of industry partners. With offices in New York, Shanghai, Mumbai and Antwerp, we collaborate with writers, journalists, photographers and producers to spotlight the stories that matter most, reaching a global audience across digital platforms and social media.
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:
Inspiration
Natural diamond jewellery is a unique expression of you, your relationships, your achievements and your values, for a lifetime and beyond. We set out to inspire consumers with the beauty of natural diamonds, their origins as one of the oldest minerals known to exist and the positive impact they create for millions of people around the world.
Education
Buying the right diamond is both an important decision and a memorable experience. Through our educational programmes for jewellers and sales professionals, we ensure that consumers are fully educated on their purchase decision and find the unique natural diamond that is as special as they are.
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.
Our member companies are the foundation of NDC. Beyond providing the financial support that enables us to deliver our mission, they offer strategic direction on our priorities. Every NDC member meets a strict set of requirements designed to uphold the highest standards of integrity across the diamond value chain.
Together, our member companies account for a substantial share of global rough diamond production, with operations in Canada and nations in Africa. NDC members are strongly committed to advancing sustainable development in the diamond-producing countries in which they operate. They actively find ways to create safe, high-quality employment and aim to source goods and services locally whenever possible.
Natural Diamond Council's Members
OUR NEW MEMBERS
This year, we welcomed two new members, both leading state-owned diamond institutions in Angola. As the thirdlargest global producer of natural diamonds and one of the most promising in terms of future deposit discoveries, Angola continues to strengthen its position as a responsible and influential player in the global diamond industry.
Founded in 1981, ENDIAMA is Angola’s national diamond company, focused on managing the State’s interests in the diamond subsector, particularly in mining operations. ENDIAMA seems to transform Angola’s natural resources into sustainability value for the country and its people. Its strategy centres around a commitment to local development and social impact aligned with global ESG standards.
Part owned by ENDIAMA, SODIAM is a public company responsible for the marketing and sale of rough diamonds in Angola. It ensures transparency, traceability and fair value for Angola’s natural resources.
De Beers Group is the world’s leading diamond company and largest diamond producer by value, with production operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of its strategy. It developed the blockchain-enabled traceability platform, Tracr; the De Beers Institute of Diamonds’ Origin 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 is focused on ‘Building Forever’, its commitment to creating a positive lasting impact that will endure well beyond the discovery of its last diamond. 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.
Okavango Diamond Company (ODC), located in Gaborone, Botswana, is a rough diamond marketing company owned by the Government of Botswana. With access to 25% of Debswana's run-of-mine production, ODC runs an open and transparent sales model with prices set by the market via a dynamic online bidding process.
Petra Diamonds is a leading independent diamond mining group with four active mines: Finsch, Cullinan and Koffiefontein in South Africa and Williamson in Tanzania. Petra is a constituent of the FTSE4Good Index, which measures the performance of companies demonstrating strong environmental, social and governance practice.
THE LUANDA ACCORD: SUPPORTING THE LONGEVITY OF THE NATURAL DIAMOND COUNCIL
In 2025, representatives from diamond-producing governments, industry stakeholders and leaders from across the global natural diamond value chain signed the Luanda Accord, a landmark agreement aimed at sustaining a resilient future for the natural diamond industry.
Through the accord, leaders from across the industry show their commitment to allocate 1% of annual diamond revenue to the Natural Diamond Council. This funding and support will help drive our global marketing efforts and campaigns to boost consumer interest in and understanding of natural diamonds, helping to fuel their demand and protect their value for years to come.
In signing the accord, the signatories show a shared resolve to ensure that the next generation of consumers is well informed about the rarity, authenticity and positive impact of natural diamonds on communities in producer nations.
Board of Directors
BOARD CHAIR
Sandrine Conseiller, Chief Executive Officer, De Beers Brands
Sandrine brings more than 25 years' experience in fashion and beauty to the role of NDC Board Chair. Her current position as CEO of De Beers Brands follows roles at Maus Freres Brands Group, including CEO of Aigle, and Lacoste, where she was Group Marketing and Branding Executive Vice President. Before that, Sandrine enjoyed leadership roles at Unilever spanning marketing, general management and audit across various geographies.
Gadodia, Chief
Vivek has nearly two decades of experience in the extractives industry, serving the last year as Joint CEO of Petra Diamonds, with responsibility for all corporate matters. He joined the company in 2021 and went on to oversee the sales of Koffiefontein mine in South Africa and the Williamson mine in Tanzania. Vivek played a central role in the streamlining and re-engineering of Petra’s operations and capital replanning in 2024, delivering significant cost savings and performance improvements. This led to his appointment as Chief Restructuring Officer and ultimately Joint-Interim CEO, a position that became permanent in November 2025. A qualified process engineer, Vivek previously spent nearly 15 years at Sasol in a variety of engineering, project management and corporate positions.
Agostinho Cussomba, Director of Internal Audit, Compliance, Standards and Quality, SODIAM E.P
Agostinho is a senior financial executive with more than 20 years of leadership experience in governance, compliance and financial oversight. He currently serves as Director of Internal Audit, Compliance, Standards and Quality at SODIAM E.P., Angola’s national diamond trading company, and holds the position of Chairman of the Fiscal Council at Angola Polishing Diamond. He holds a PhD in Financial Management from the University of Antwerp and a Master’s Degree in Finance Sciences from HEC Paris. A chartered management accountant (CIMA) with certification in international arbitration from ICC Paris, Agostinho also lectures in international economics and finance.
Lipalesa Makepe, Acting Managing Director, Okavango Diamond Company
After joining Okavango Diamond Company as Chief Financial Officer in April 2018, Lipalesa was appointed Acting Managing Director in December 2025. She is a seasoned business executive with extensive leadership experience across Botswana’s financial services sector and diverse international jurisdictions. Lipalesa has held several senior leadership roles in banking, stock market and brokerage, including Finance Director at Barclays Bank of Botswana and Head of Financial Control, Africa, at Barclays Bank Africa Group. A Fellow of the Association of Chartered Certified Accountants and a Fellow Chartered Accountant with the Botswana Institute of Chartered Accountants (BICA), Lipalesa currently serves as a Board Member of the Bank of Botswana, the central bank of the Republic of Botswana.
Elton Escrivão, Commercial Director, Angola National Diamond Company (ENDIAMA E.P.)
As Commercial Director of Angola National Diamond Company (ENDIAMA E.P.), Elton leads diamond marketing, trade strategy and the development of an integrated diamond and jewellery value chain. He has held key roles at ENDIAMA since 2019, including legal advisor in the Commercial Division and Head of Commercial Relations, before becoming Commercial Director in August 2023. Elton holds a law degree and a postgraduate qualification in business management, with additional certifications in diamond valuation, mining law, governance and contract management. As a member of the Angolan Bar Association, he brings legal rigour, commercial acumen and a deep knowledge of diamond markets, making him a leading voice on Angola’s evolving diamond sector.
Vivek
Executive Officer, Petra Diamonds Limited
Executive Leadership
Raluca Anghel, Global Head of External Affairs and Industry Relations, is responsible for global external engagement and public affairs. Raluca heads the ASSURE Program and leads consumer protection and industry impact communication initiatives. She also spearheads communication and marketing efforts in Europe. During her career, Raluca skilfully coordinated Microsoft’s European storytelling agenda before transitioning to the European Institutions. She has also held the role of Spokesperson for the Romanian Presidency of the European Union Council. With an extensive 12-year tenure in Brussels, Raluca now lives in the UK.
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’Oréal where she helped scale up and build brands across diverse categories encompassing beauty and luxury products. Richa currently lives in Mumbai, India.
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.
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.
Amber Pepper, Chief Executive Officer, Amber is a seasoned global leader in luxury brand transformation. She brings a wealth of experience in driving commercial growth, digital innovation and consumer-centric storytelling across some of the world’s most respected fashion and retail brand, including senior roles at Tapestry, Farfetch and Harrods. Most recently, she has served as Chief Marketing and Customer Officer and Managing Director at luxury digital platform Mytheresa. Amber’s work is noted for its focus on building emotionally resonant brands and connecting with Gen Z and luxury consumers across global markets. Her experience in leading omnichannel strategies and building high-performing teams will be central to guiding NDC’s next phase of growth.
Sissi Xu, Managing Director of Greater China, champions natural diamonds among Chinese consumers and nurtures key retail and trade partnerships in the region. Drawing on nearly two decades of experience in marketing and brand promotion, Sissi directs strategic marketing, communication, training and education initiatives. With a professional background in PR and marketing of luxury goods, she brings a deep knowledge of the lifestyle industry and millennial consumers in China.
NDC’s income in 2025 represented a decrease from 2024 of 37%.
Retail partners (see pages 32-41) support NDC‘s mission with media, marketing and promotional activity in areas local to their jewellery stores. Any financial investments they make are direct to regional advertising and media companies, not through NDC.
The majority of our spend goes towards marketing and advertising, which have high costs, especially when considered in the context of a global industry with sales approaching $90 billion.
In 2023, our major expenses included:
$7M media & social media
$4M trade and retail partner support (see more on pages 32-41)
$3M campaign and content creation
$1M other promotion, including press, public affairs, research, and website maintenance
The natural diamond industry will always depend on consumers valuing these precious stones and the responsible market players that bring them from the ground to prized jewellery. Our role is to boost consumer understanding of this entire value chain, its far-reaching positive impacts and the unmatched allure of diamonds themselves.
Contributions from our members fund our campaigns to inspire and educate consumers, building their confidence in choosing natural diamonds. Using our deep marketing and PR expertise, we deploy communication and PR strategies that maximise engagement to get the most value out of every initiative and touchpoint.
Our target audiences
Our primary audience is consumers, because it is our aim to inspire and educate those who will ultimately decide which stones they choose.
Today’s diamond consumer base predominately includes Millennials and Gen Zs, those aged between 18 and 35. They want to reflect their personality through their clothing and jewellery. At the same time, they are conscious of their consumer power and what their purchasing choices say about their values. With 70% showing an interest in sustainability and ethical practices in the diamond industry, it is paramount that they understand the vital role that natural diamonds play in livelihoods, economic resilience and environmental stewardship.
Our engagement strategy
Right messages, right place
Our aim is to educate the 18-35 consumer audience on the differences between natural and laboratory-grown diamonds, right through the buying funnel. This strategy seeks to build a strong understanding and appreciation of natural diamonds to help preserve their eminence as a highly valued purchase. We want to instil an aspiration for natural diamonds long before a purchase is considered, making it the clear choice when the time comes to buy.
Through our research, we have learned this that target audience spends 4-6 hours a day on smartphones. To capture their attention where they spend a great deal of time, especially for research and inspiration, we focus on various platforms that are easily accessed via mobile, including social media, our own website and our partners’ websites. We use paid media to share core industry knowledge that answers top searched keywords, while driving stronger organic engagement through inspiring content.
Harnessing
our partnerships to amplify our message
Our partners extend the reach of our message, and this year we have deepened our collaboration with partners to strengthen this channel of engagement.
Retail partners have a direct relationship with consumers. They can educate on the inherent value of natural diamonds, disprove myths about the industry and answer specific questions on diamonds’ provenance and unique qualities. Through our suite of resources and collaborative events, we empower retailers with confidence in sharing the story of natural diamonds with consumers.
Our industry partners are essential pillars to maintaining standards across the natural diamond supply chain and can offer another communication channel with consumers and the press. We continue to nurture ties with industry leaders to strengthen our message and reach, while also gathering their expertise to help inform the insights we share.
Achieving our mission
Information shared online is not always accurate. It can become embedded in public understanding, affecting a broad range of audiences, including influential voices like journalists. It is our role to establish the facts and share them widely to preserve the integrity of the responsible natural diamond industry.
We are here to be the go-to resource for trade and consumers on all natural diamond topics. We can take this lead because we are brand agnostic, which allows us to present a more neutral voice. Not only that, but through our deep industry partnerships, we have access to specialists who can provide the most accurate and up-to-date information.
Through the resources we create, our suite of tools, the insights we share and the work we do to directly address false or misleading claims, we actively protect the consumer.
Community of partners
Our partnerships across the industry play a vital role in amplifying our message to educate and inspire consumers. We are bringing those voices together to increase their volume and create a community with a shared mission.
Educational influence
Consumers are often fed misinformation about natural diamonds, synthetic gems and the value chains that surround them. We take an active role in helping consumers make informed decisions.
Trusted voice
NDC’s voice of authority cannot be underestimated. Leaning into our brand agnostic position and our status in the industry, we are committed to inspiring audiences with relevant and truthful insights and stories.
The natural diamond industry relies on an ecosystem of specialists that remain committed to upholding high standards. Retailers, not-for-profit organisations, jewellery manufacturers and everything in between make up the natural diamond value chain. They are essential in championing responsible standards and promoting the positive impacts of the industry.
Our partners are different from our members, which fund our organisation. Instead, our partners can engage with us in various ways to build their expertise, share our messages and network with other natural diamond leaders.
We are hugely grateful to our community of partners –they are integral to achieving our mission. It is through this collective that we present a united voice with a clear story for natural diamonds and share it with millions more consumers.
Our partnerships fall into two key categories:
Story providers – those leaders who contribute stories and insights to help us present the case for positive diamond impact and produce detailed information on diamond qualities.
Story sharers – retailers and other industry players that share the story with their own customers and other influencers, extending the value of every campaign and event we hold.
This year, we worked exceptionally closely with our community of partners to bring them together, gather their input and deliver resources they can use to support their conversations about natural diamonds.
Achieving our mission: community of partners
Creating platforms for sharing values, ideas and experiences
The natural diamond value chain is expansive. It has far reach and impact, but it can be fragmented, which makes it challenging for experts to share a clear, consistent message. We are at the centre of this sprawling supply chain, working with mining companies that unearth each precious stone through to the experts bringing each piece of jewellery to customers.
This year, we held several events to bring our partners together. Each event created stronger connections, built natural diamond knowledge and enabled parties to gather and share insights from the supply chain. With the press attending, the events were also an opportunity to tell stories from the natural diamond world that can be incorporated in media editorial.
After a launch year that generated significant interest, the Natural Diamond Club (The Club) has become seen as the hive for natural diamond industry leaders. It creates a space for likeminded industry professionals, partners and other stakeholders in the natural diamond value chain to share knowledge, grow their understanding of one another’s work and collaborate on ways to promote the values of natural diamonds.
The huge demand to join this year’s Club lounge during the JCK Show in Las Vegas reflects the enormous growth and standing of this collective. This year, representatives from diamond producing nations, prominent jewellery retailers, leading designers and the industry press were all keen to join. We are proud to be the natural choice for eminent leaders and influencers to network and learn more about the resources we offer.
The Club: where leaders with influence convene
Key discussions and events during JCK
Over four days, we hosted a series of Club events. We are honoured to have hosted a talk from the President of Botswana, His Excellency, Duma Gideon Boko, who discussed the importance of natural diamonds in Botswana, their positive impact in local Batswana communities and the government’s commitment to upholding responsible standards in the industry. We also welcomed Bogolo Joy Kenewendo, Minister of Minerals and Energy, who echoed the President's statements of commitment to natural diamonds, ethical sourcing and local empowerment.
As well as this keynote event, we ran a Romance and Diamonds trivia night, hosted by Grant Mobley, Jewellery and Watch Editor of Only Natural Diamonds, and esteemed jewellery expert and author, Marion Fasel. We also hosted an Extraordinary Diamonds panel with GIA leaders and a VIP cocktail party to welcome the best-in-class NDC community members.
Thank you to our event sponsors for enabling us to create these impactful and highly valued events:
Gemological Institute of America (GIA) Rubel & Ménasché
Julius & Klein Diamonds
Jewelers Mutual Group
Deepening the impact of NDC
The Club events are a hugely valuable place to promote our mission and encourage leaders from across the industry to expand our messages to a wider audience. As well as creating the ideal environment for networking conversations, we use these events as an opportunity to preview our latest initiatives, global advertising campaigns and other valuable tools, such as the new Diamond Learning Center (see page 58).
As more people join these events and support our mission, our voice reaches far beyond our own sphere of influence.
Retail partners: a key touchpoint with consumers
We partner with 71 select diamond retailers globally, prioritising those which share our ethical values and show dedication to contributing to the long-term prosperity of the natural diamond industry. Our retail partners span luxury jewellers, independent fine jewellers, chains, maisons and jewellery professionals.
Speaking directly with consumers, retailers are uniquely positioned to influence buying decisions and share information about natural diamonds. Through our partnerships, we make sure that information is factual and inspiring through training and resources that help them tell the natural diamond story.
India/Middle East:
Our suite of tools and resources for retailers spans co-op advertising assets tailored for local markets to exclusive invitations to industry events.
Our retail partners enjoy:
Exclusive advertising campaign assets
Customisable iFrames
Lifestyle and education content libraries
Complimentary access to our Beyond the 4 Cs education programme
Only Natural Diamonds editorial and syndicated content opportunities
Invitations to special events (Retail Partner Dinner, Industry Week)
Access to the Natural Diamond Club
Influencer activations
Extending the reach of our campaigns
Jewellery retailers around the world are pivotal in preserving the esteem of natural diamonds. Retailers are part of the experience of buying a diamond. They showcase a range of high-quality stones that capture customers’ sense of wonder and act as advisers for the choice of stones, other materials and the design of each piece. It is important that consumers trust retailers to support their confidence in natural diamonds and the industry as a whole.
To raise awareness of the merits of natural diamond expertise, we have created a new programme to give best-in-class retailers a mark of excellence and quality. Named Premier Retailer Accreditation, the programme offers a seal to retailers that meet five key standards:
Showcase a curated selection of natural diamonds, graded by the world’s most reputable grading laboratories
Maintain rigorous diamond education across the store team to provide best-in-class guidance to customers
Deliver an exceptional in-store experience by presenting the unique values of natural diamonds
Utilise in-house diamond screening tools to ensure customer confidence in diamonds offered
Retail partners: a new accreditation program
So far, we have onboarded nine retailers, collectively operating 49 stores in the US. The programme has also garnered interest in both India and the UK.
As well as gaining marketable recognition of the experience and expertise retailers deliver, those accredited also gain access to paid social media activations, VIP events, diamond education, an in-store point-of-sale toolkit and editorial coverage.
These resources have proven impactful for accredited retailers. Ben Bridge Jeweler, for example, led a social media campaign to showcase its accreditation in 33 Los Angeles zip codes. It generated:
367,617 impressions
A 1.1% click-through rate
4,072 clicks to the Ben Bridge store locator, resulting in 1,752 page views
In Connecticut, Lux Bond & Green ran a similar social campaign across 16 zip codes, resulting in:
Co-op Partners
Retailer name Location Number of stores
Smyth Jewelers US (Maryland) 3
Moyer Fine Jewelers US (Indiana) 1 Henry Wilson Jewelers US (New York) 1
Zachary's Jewelers US (Maryland) 1
Mervis Diamond Importers US (D.C., Maryland, Virginia) 3 Lewis Jewelers US (Michigan) 1
Markman's Diamonds US (Tennessee) 2
Henne Jewelers US (Pennsylvania) 1
Premier Retailers
Retailer name Location Number of stores
Brinker's Jewelers US (Indiana) 3 Charles Ganske Personal Jeweler US (Iowa) 1
Aucoin Hart Jewelers US (Louisiana) 1
Underwood Jewelers US (Florida) 3 Sanders Diamond Jewelers
(Maryland) 1 Guy Edward Family Jewelers US (Pennsylvania) 1 A Diamond Gallery Canada (Manitoba) 1 Lux Bond & Green US (Connecticut, Massachusetts) 5
Ben Bridge US (Alaska, Arizona, California, Colorado, Hawaii, Nevada, Oregon, Texas, Washington) 33
Retail partnerships: North America
Eight new co-op partnerships in 2025
NDC partners with 44 retailers that collectively have over 150 stores across North America. In 2025, eight new retailers became co-op partners, bringing 13 new locations to our network.
Through the year, our retail partners in North America had access to two hero campaigns. In September, we launched a lifestyle campaign, centred on natural diamonds as a self expression and symbol of love. We also continued our Real. Rare. Responsible. campaign, with refreshed assets for the holiday season.
NDC's retail partners amplified our global campaigns across 40 states in the US and Canada in 2025, significantly investing in both digital and traditional media channels. We continued to partner with a diverse range of best-in-class luxury independent jewellers that brought natural diamond storytelling into local markets, connecting national campaigns to in-store experiences. Their commitment reinforces NDC’s mission and strengthens both the collective impact of the network and the long-term success of each participating business.
“At Zen Diamond, our philosophy has always been rooted in the purity, prestige and enduring brilliance of natural diamonds. Our collaboration with NDC has been pivotal in strengthening this commitment. Together, we continue to elevate the natural diamond narrative through knowledge-building initiatives and meaningful consumer engagement. As we look ahead, we remain dedicated to working closely with NDC to celebrate the authenticity, beauty and heritage that only natural diamonds can offer.”
–
Neil Sonawala, Managing Director, Zen Diamond India
“We’ve worked on several collaborative projects with designers, trade bodies and organisations, and our relationship with the NDC team has always been the smoothest and most seamless. I truly appreciate the entire team for being such a strong support system for us. This has been one of the best collaborative experiences we’ve had in deepening our understanding of the natural diamond industry.”
– Nishith Shah, CEO, La Marquise Jewellery, UAE
“Our association with the Natural Diamond Council has reaffirmed the importance of collective effort in strengthening the category. NDC has created a platform that brings clarity, knowledge, and responsible communication to an industry that is evolving quickly. Through its training, research, and consumer awareness initiatives, the Council has built trust at a time when buyers seek assurance and transparency.”
– Varghese Alukkas, Managing Director of Jos Alukkas in India
"It was a highly productive session where industry stakeholders openly discussed the opportunities and challenges in the business. I'm pleased to see a collective commitment towards ensuring the highest levels of transparency in operations. NDC remains dedicated to enriching the industry by creating opportunities that foster greater transparency and strengthen consumer confidence in diamond jewellery."
– Abdul Salam KP, Vice Chairman of Malabar Group in India
"Dubai continues to be a beacon for the global jewellery trade, a place where innovation, integrity, and tradition converge. We are the most established jewellery market in the region and are thrilled to have NDC lead this important conversation. The Diamond Dialogue is an important step toward strengthening our collective voice and ensuring we uphold the highest standards of transparency and consumer confidence in natural diamonds."
– Mr. Tawhid Abdullah, CEO, Jawhara Jewellery Group, UAE
We continue to strengthen our retail collaborations across India and the Middle East, where eight partner brands now operate in over 1,000 stores, reinforcing the appeal of natural diamonds in these key markets. We are now present in 23 countries, serving as a unified and trusted symbol of authenticity for consumers. Through these regional partnerships, coordinated campaigns generated more than 1,350 brand engagements in 2025.
Our retail partnerships in numbers
Middle East
Retailer name Number of countries Number of stores Malabar Gold and Diamonds 7 410+
Jewellery 9 300+
Marquise Jewellery 6 26
India
Retailer name Number of countries Number of stores
Alukkas 1 60
Retail partnerships: India and the Middle East
Key new partnerships in India
In 2025, NDC India achieved a major milestone through strategic partnerships with five regional retail chains. These included Zen Diamond, a global brand present in 20 countries and with ambitious plans to open 100 stores across India by 2030. We look forward to strengthening this partnership in 2026.
Our collaborations enabled expansion beyond major metropolitan centres into fast-growing urban markets. NDC branding featured prominently across more than 200 stores, reinforcing consumer trust in natural diamonds. Frontline teams received hands-on training and interactive education sessions, enhancing their product knowledge and in-store guidance. CRM campaigns, point-of-sale displays, collection communications and press announcements were used to amplify messaging around the authenticity and quality of natural diamonds. By delivering locally relevant education aligned with each retailer’s heritage, NDC strengthened consumer understanding, advocacy and market reach across multiple states.
Continued partnerships in the Middle East
In 2025, we strengthened our presence in the United Arab Emirates (UAE) through strategic collaborations with three culturally distinct retail partners, each aligned to a different consumer segment. Partnerships with Malabar Gold and Diamonds, Jawhara and La Marquise enabled NDC to engage the region’s diverse Indian, Emirati, Arab, expatriate and highnet-worth audiences through co-branded storytelling that elevated the emotional relevance of natural diamond jewellery.
Across the wider Gulf region, NDC activated its creative and educational platforms through in-store touchpoints, CRM, social media, PR and industry forums, supporting both natural diamond visibility and Dubai’s role as a global jewellery hub. Frontline training remained a priority, equipping retail teams to guide informed consumer decisions. Through locally relevant, globally consistent education, NDC reinforced consumer trust and expanded its regional footprint, while continuing engagement with smaller regional players to support sustained category growth.
"I would like to thank Shanghai Diamond Exchange and also Natural Diamond Council for the campaign. From our frontline. There’s also a sales result. We have a very good feedback and I hope that our collaboration will continue, and we hope that we have the support from both parties in the future. Thank you!"
– Alan Chan, Chief Brand Officer of Chow Tai Fook Jewellery Group
“It is a great honor to participate in this natural diamond promotion initiative and witness its positive outcomes. This campaign has not only leveraged the influence of popular celebrities to help more young consumers understand and appreciate natural diamonds, but has also generated encouraging feedback in terms of sales. This fully demonstrates that the enduring value of natural diamonds is being recognized by a growing audience. As a century-old Chinese brand, Lao Feng Xiang remains committed to exceptional craftsmanship while continuously exploring new ways to express the unique beauty of natural diamonds. We look forward to continuing our collaboration with the Shanghai Diamond Exchange and the Natural Diamond Council to jointly promote the prosperity and sustainable development of the natural diamond industry.”
– Huang Hua, General Manager of LaoFengXiang Co.,Ltd
“We are honored that China National Gem & Jewellery can participate in this promotion campaign. Through this initiative, we aim to achieve three key objectives. Firstly, strengthen the consensus on scarcity, conceying the essence of natural diamonds as “forged over hundreds of millions of years and non-renewable”while deepening awareness of their investment potential. Secondly, create new emotional scenarios partnering with fashion media to expand beyond wedding contexts to self-reward occasions, connecting with women’s personal growth and elevating the consumer experience. Thirdly, build a sustainable future together, promoting collaboration across the supply chain.”
– Zhang Yubo, General Manager of China National Gem & Jewellery Imp. & Exp. Co., Ltd
"It is a pleasure to represent Chow Sang Sang in this industry collaboration. Chow Sang Sang will leverage our brand influence and channel advantages, utilizing unique designs and cutting techniques to deliver more outstanding natural diamond creations. Together with the Shanghai Diamond Exchange and the Natural Diamond Council, we will drive new momentum for natural diamonds."
– Keith Yip, Chief Supply Chain Officer of Chow Sang Sang
Retail partnerships: China
China remains a priority market for NDC, supported by the partnerships we have successfully maintained with six leading retailers. In 2025, we collaborated on 12 OND campaigns, generating a total media value of $34.84 million. Our retail presence grew to more than 8,900 stores, supported by approximately 1,950 digital out-of-home screens, over 56,000 point-of-sale installations and 30,000+ merchandising assets. Campaign reach was further amplified across 18 social media platforms through more than 300 posts, extending natural diamond storytelling across both in-store and digital consumer touchpoints.
This year saw NDC China and the Shanghai Diamond Exchange (SDE) working more closely. Together, they have built an integrated advocacy and marketing framework that connects communication, education and retail engagement. The result was a series of coordinated events and campaigns throughout 2025, with celebrity endorsements and cultural storytelling to nurture consumer confidence in natural diamonds.
Eight industry leaders – Chow Tai Fook, LaoFengXiang, Chow Sang Sang, TSL, CHJ Jewellery, Chow Tai Seng, Kimberlite Diamond, and Sino Gem — formed a powerful retail alliance to share a hero campaign across over 11,000 offline stores and 30 online shops. Through this network, the natural diamond story reached the full consumer funnel and was amplified nationwide via OOH placements, lightboxes, more than 12,000 LED screens and over 44,000 in-store point of sale displays, as well as across 70 brand social media accounts. In just over two months, the campaign had generated over 9.1 billion total impressions, 720 million topic views on social platforms and 215 million user engagement. Thanks to these joint efforts, total natural diamond sales reached RMB 368 million within the first week of the campaign launch.
Achieving our mission: trusted voice
We are in a unique position to advocate for the entire natural diamond industry. It’s because we are brand-agnostic, meaning we can share stories from across the industry to create a full and varied picture of natural diamonds.
Regulatory frameworks and industry bodies are at the forefront of upholding high standards. We support these efforts by being selective with our partnerships to work only with organisations that follow best practice, but the focus of our role is to be a communicator and advocate for these standards.
With our trusted voice, we provide a fact-checked source of information about natural diamonds’ provenance as well as the responsibilities of the industry. We are the authority on natural diamonds and collaborate with third party experts for data to ensure our reports and stories are always accurate and insightful.
This year, we have pushed our trusted voice further to enrich and refine our channels to act as the go-to sources for natural diamond information.
From editorial to vital resource
Our website has previously been a source of inspiration, with stories that celebrate the world of natural diamonds. This year, we’ve revamped our US website to act as the credible source of information that journalists, consumers and other interested parties need. This move solidifies NDC as the authoritative place to find the facts.
The priority for our platform now is to counter misinformation and clarify the distinction between laboratory-grown and natural diamonds. By providing fact-checked, transparent information, and communicating about industry standards and integrity, the site reinforces the lasting value of natural diamonds.
Only Natural Diamonds remains the glittering subsection, here to engage and inspire readers with interesting stories from across the natural diamond world.
Celebrating the true wonder
and worth
of natural diamonds
We believe that the more people understand about natural diamonds, the industry that unearths them and their impact around the world, the more they will see their timeless beauty and value. Through our campaigns, print magazine and online channel, we build a clear story of their rarity and enduring positive impact. Our aim is to pique interest and show consumers the many reasons why natural diamonds should remain the aspirational choice, from their unique origins to the industry’s social responsibility and environmental stewardship.
Our 2026 campaign
Through the year, we have created our 2026 campaign, centred on the provenance and significance of natural diamonds. We ran a testing programme to understand the levers that motivate pre-engaged consumers aged between 18 and 35. From this, we found they respond most strongly to relatable relationship-driven storytelling, with a romantic tone, avoiding direct comparisons with laboratory-grown diamonds.
With this insight, we created a campaign that moved beyond transactional price and focuses on the role that natural diamonds play as emotional icons of love and legacy. The campaign traces a journey from the raw origins of the Earth to the grandeur of natural landscapes, from quiet connection to life-changing proposals. Along the way, it highlights the many qualities that make a natural diamond unlike any other.
It will launch in January 2026 with a focus on streaming and social platforms and with assets that our co-op advertising partners can share.
Print and online magazines
Our biannual magazines bring together a variety of stories and messages from across the diamond industry. As well as shining a spotlight on celebrities including Michelle Monaghan, Jay Ellis, Brooke Shields and Antonia Gentry, the magazines highlighted leading jewellery designers, the history of natural diamonds in the public sphere and the myriad ways communities in diamond-producing countries are supported.
Copies of the magazine are distributed through New York City magazine stores and in retailer boutiques around the world. Many of the stories in the print magazine, as well as others, are also shared via the Only Natural Diamonds website. Touching on culture, the science of diamonds, engagement and wedding rings, responsibility within the industry and historic diamonds, both the print and online magazines cover the range of topics that inspire different consumers today.
We are tremendously proud that Only Natural Diamonds Editor-in-Chief Sam Broekema won the 2025 Gem Award for Media Excellence. This award speaks volumes for Sam’s leadership and expertise in championing the intrinsic supremacy and unique stories of natural diamonds.
Over the last few years, we have produced a series of reports that offer a single source of information on natural diamonds. With contributions from the world’s leading diamond experts, collectors, auctioneers, retailers, global brands, jewellers, museums and esteemed representatives of the diamond producing countries, these reports provide a deep dive into key topics shaping our industry. We continue to create these reports to provide a comprehensive and compelling insights hub for consumers, press and other interested parties.
We have developed two-page summaries on all reports, as well as multiple social media assets, which provide a more accessible frame of reference when discussing insights with consumers. Several of the reports have been translated in other languages and shared with members of industry from those respective regions.
Natural Diamond Trends, A 2024 Overview
Each year we update our Diamond Trends report, which analyses evolving consumer preferences and reflects purchasing decisions with a focus on the US market. Created in partnership with trend analytics company Tenoris, the report investigates the sizes, shapes, colours and types of
Fancy Colour Diamonds
Created in partnership with Choron Group and the Fancy Color Research Foundation, this report reveals the secrets of fancy colour diamonds. With contributions from the world’s most esteemed experts and brands, we explored their formation, rich history and meteoric rise as a symbol of wealth and artistry. This report was sponsored by
Setting out the facts: diamond reports
Laboratory-Grown Diamond Facts
This report addresses some of the common misconceptions surrounding synthetic diamonds. It shares the latest data from globally respected analysts and researchers on terminology, disclosure, sustainability claims and pricing. With this breadth of insights, the report aims to give a complete and accurate picture about the two different product categories (natural and synthetic), informing more nuanced conversations and helping consumers make confident choices.
Diamonds of Botswana
Following the success of the Diamonds of Canada report, this year we produced a report describing the role of natural diamonds in Botswana’s rise from the third poorest country in the world to a vibrant, middle-income country. It brought contributions from the Government of Botswana as well as key diamond mining companies in the region and other trusted parties in the supply chain. This report was sponsored by Aurostar.
Record Breaking Diamonds
In 2026, we will publish our latest insights report, Record Breaking Diamonds, which delves into the world’s largest and most valuable natural diamonds every found. It provides facts on how and where they were discovered, their journey from rough to polished stone and the role they have played in history. It also explores the scientific discoveries about the history and geology our planet that record-breaking diamonds have helped uncover.
Misleading marketing and inaccurate statements in the media can breed false understanding and damage consumer trust. This is especially the case when laboratory-grown diamonds are discussed online. Although synthetic gems have been on the market since the 1970s, commercial manufacture has dramatically increased in the last decade, as have myths and oversimplifications about what they are and their role and impact the diamond industry.
Most jurisdictions around the world have laws and guidelines that support full and proper disclosure of synthetic diamonds. We also take an active role in challenging deceptive marketing claims as well as fake news in the press. Working with governments, national consumer protection organisations and marketing regulatory bodies, we uphold high standards for consumers.
Contributing to policy
Using our voice of authority, we have inputted on various consultations and supported legislation changes around the world.
We contributed to the European Union Consumer Agenda 2025-2030 and the Digital Fairness Act, asking for strengthened measures to protect consumers. We pushed for a requirement of harmonised, clear terminology and the obligation that synthetic diamonds are disclosed appropriately to prevent fraud and false claims across the EU Single Market. Together with partners, such as the European Federation of Jewellery, we bring important topics from our industry to representatives of European institutions.
In the French Sénat, we highlighted the importance of maintaining a safe legislative environment to ensure diamonds and synthetic stones are differentiated for the growth of the economy. In India, we contributed to the public consultation on the Indian Standard on Consumer Confidence in the Diamond Industry, called the ICS 39.060, launched by the Bureau of Indian Standards (BIS). In Sweden, we supported the local jewellery industry to translate the ISO 18323 standard. We applaud the Smycken & Klockor Branschorganisation Sverige, Sveriges Gemmologiska Riksförening and
Protecting consumers from misleading information
Sveriges Guldsmedsmästares Riksförening for their ongoing commitment to protect consumers and the Swedish natural diamond jewellery industry.
In the UK, following the 2024 publication of the Advertising Standards Authority (ASA) first ruling on misleading terminology, NDC escalated consumer protection measures. We submitted an additional seven complaints where the term ‘diamond’ was used in the marketing and sales of synthetic diamonds, and have submitted 12 complaints to date. The ASA has recently launched clear guidance to tackle the systemic ongoing incorrect disclosure and usage of inappropriate terminology.
In conversation with the press
In select and relevant moments when press do not depict a factually correct image of our industry, we demand fair representation based on verified and accurate information.
To name a few occasions. our CEO also shared a letter with the Financial Times responding to the publication’s latest Lex column, erroneously stating that synthetic diamonds are more environmentally friendly. We said, “whilst we recognise that Lex is an opinion column, such statements are presented as facts which, when untrue, become widely assumed as being true. As the Financial Times is seen as being one of the few trusted authorities in media, such statements cause significant damage to the millions of people whose livelihoods depend upon the natural diamond industry."
We were pleased to see our perspective in a Times of India article, with comments from Richa Singh, NDC Managing Director of India and Middle East, and Managing Director of Rosy Blue.
To contribute to a deeper understanding around our industry, terminology and positive impact, we have acted in various strategies including factual reports, leading events, press pitches, as well as attendance and representation at various events.
Diamond verification instruments are vital to providing consumers with assurance that the natural diamonds they buy are diligently checked. Retailers and other stakeholders in the diamond value chain also protect their businesses when using reliable tools to verify natural diamonds, preventing future complaints and discredit.
Crucially, businesses need confidence that the tools they are using are reliable at identifying natural from synthetic diamonds and simulants. We established the ASSURE Program in 2019 as the industry’s only independent testing regime of diamond verification instruments. Our partner, Bonas Group, carries out the testing, and our specialists use the results to provide retailers with a directory to guide them in choosing a device.
During the year, we tested a further array of new instruments including those with automatic, semi-automatic and manual interpretation, and a small number of highly specialised instruments that can verify extremely small loose stones (as little as 0.5mm). Colleagues from the diamond trade can now browse 20 devices that have been tested and featured in the ASSURE 2.0 Directory, A search filter can help professionals find an instrument that meets specific needs. Partners who joined us at the JCK Diamond Lounge were able to see a wide range of these devices in person.
Protecting consumers through rigorous testing
Through our ASSURE Programme, we check three performance metrics:
Diamond false positive rate – the ratio of synthetic diamonds and diamond simulants mistakenly classified as diamond. The optimal Diamond False Positive Rate is 0%.
Diamond referral rate – the ratio of diamonds categorised as ‘refer’ or ‘referral’ to the total number of diamonds, meaning they need further verification. The optimal Diamond Referral Rate is 0%.
Diamond accuracy – the ratio of diamonds correctly categorised as diamond to the total number of diamonds. The optimal Diamond Accuracy is 100%.
Achieving our mission: Educational influence
When a consumer is buying a high-value item, they want and need to be well informed. A diamond is no exception. People are buying one of the most meaningful items of their life, something that will likely become a family heirloom loved and cherished for generations.
Whether to adore for themselves or as the ultimate gift for a loved one, selecting the diamond should never be a hasty decision. Consumers need to know that the diamond they choose is the right one; that is has the characteristics that make it special to them and has been sourced in an ethical and sustainable way.
Our educational influence complements our work to inspire consumers with deep dives into the many facets of natural diamonds. We are guiding consumers in making the right choice and building skills among professionals so they too can confidently convey the many values of natural diamonds and create the kind of experience that builds trust with consumers.
Launching our Diamond Learning Center was a key focus for this year. Building on the success of our learning programme for retailers, Beyond the 4 Cs, this resource hub helps a wider sphere of industry professionals turn consumers into natural diamond champions.
“Natural
Diamond Council offers outstanding training called 'The Diamond Learning Center' – completely free of charge! This programme is highly beneficial for both new and seasoned sales professionals, providing valuable insights on overcoming objections and answering the most frequently asked questions about natural diamonds and lab-created diamonds.”
– Susan Paliotti, Training Manager at London Jewelers
For many years, we have run a learning programme for retailers to expand their knowledge of natural diamonds and help improve the customer experience when buying jewellery. It is an important avenue to keep retailers up to date on the world of natural diamonds and make sure they are well equipped to dispel myths.
This year, we have revamped our diamond learning resource to bring more insights, provide different types of content to explore and gain greater reach. Right across the natural diamond supply chain, we all have a role to play in telling positive, truthful stories, so now anyone in the industry can expand their knowledge.
Taking diamond education industry-wide
Our new Diamond Learning Center
Our Diamond Learning Center is a free resource, not intended to replace traditional training, but to supplement it with diamond education using verified data to clarify and reinforce the facts.
Borne out of an education roundtable with members from AGS, De Beers, Diamex, Fischer Diamonds, Gabriel & Co., GIA, IDMA, Jewelers of America, Jewelers Mutual, Premier Gem and Shane Co, the Diamond Learning Center equips industry professionals with the right answers for pressing questions. It is an online platform with learning resources spanning 90-second videos to 20-30 minute modules.
Through the platform, users can:
Learn how to answer 25+ frequently asked diamond questions
Take part in self-paced 20- to 30-minute modules to gain a comprehensive understanding of diamond values through a curriculum that extends beyond the 4Cs
Access workshops and facilitator guides for store managers to guide teams on elevating the client experience
Find resources including research, reports, additional learning sources, diamond news and trends and free downloadable assets to share
Since launch, the Diamond Learning Center has garnered 10,507 total views across Quick Learning modules and 1,707 completed In-Depth modules, with participation from over 600 registered organisations. Most users are retailers (62.7%), followed by brands/designers (15.5%), with additional engagement from manufacturers, service providers, mining companies and industry associations.
Setting out the facts
Our educational report
Our Diamond Facts report continues to address misconceptions about the diamond industry. Using external reliable sources, we’ve addressed new myths and updated data to share the latest insights about natural and synthetic stones.
It offers a single point of reference on topics like:
The positive impact of natural diamonds with examples from producing countries as well as manufacturers
Environmental stewardship
Diamond verification
information on pricing and production
Disclosure and diamond terminology
Traceability and responsible sourcing of natural diamonds
The report gives journalists, consumers and retailers a credible source for everything from a diamond’s geological profile to value chains and the industry’s environmental impacts.
Creating more assets and greater reach
To extend the reach of this educational report and capture more attention, this year we used insights from the report to create 12 short animations. These bite-sized assets allow us to share the insights easily and more regularly on our social platforms and for our partners to share on theirs.
Each animation illuminated various topics, such as the differences between natural and laboratory-grown diamonds, price trends and the industry’s positive impact. We used these animations as a campaign to educate consumers and reinforce the unique value of natural diamonds.
Educating those with influence
Another way we helped to protect consumers from misleading information this year involved training UK Trading Standards officers on the differences between the stones.
We worked closely with the Assay Offices, which raise awareness for the legal requirements to hallmark precious metals, to ensure Trading Standards officers have the full knowledge to check hallmarks and verify diamonds during their visits to jewellery stores.
