The Natural Diamond Council (NDC) has partnered with the Gem & Jewellery Export Promotion Council (GJEPC) to launch a new global campaign that highlights the industry’s commitment to sustainable business practices. 

The initiative, “Thank You, By the Way,” is aimed at reaching out to consumers who want to know how and where goods are produced and the impact their purchases have on producing countries and local communities.   

The omnichannel campaign features a variety of engaging sustainability facts about the natural diamond industry, highlighting socioeconomic and community benefits alike. The campaign will debut across NDC’s social media channels, with a dedicated page on Only Natural Diamonds.    

“Sustainability is not a trend but a journey for brands,” Richa Singh, managing director - India & The Middle East at NDC, said. “With this, we want every customer to take pride in the fact that their purchase has touched lives around the world positively and thank them for being a part of the journey.”

Retailers and industry partners can collaborate on the campaign by showcasing sustainability creatives initiated by NDC and GJEPC. Campaign collaterals can also be utilised by adapting the creative message according to their local contributions in the domain.