The Natural Diamond Council’s (NDC) latest global campaign is aimed at elevating desirability for natural diamonds among younger consumers by focusing on diamonds’ inherent value and meaning.

The “Natural Diamonds, Eternally Yours” campaign, to be unveiled this month, pays homage to the natural diamond’s extraordinary journey – from its billion-year-old origins deep within the earth to its transformation through human craftsmanship into a polished gem. 

The campaign is also designed to deepen the emotional connection that jewellery owners already have with natural diamonds, said NDC.

The council tested the concept against other diamond jewellery campaigns with an audience of 21- to 35-year-olds who own or are considering lab-grown diamonds or remain undecided. 

The research revealed that emphasising how natural diamonds embody the grandeur of the natural world is the most differentiating narrative – increasing desirability and consideration for natural diamonds among this cohort by nearly 60 per cent.

“Beyond its measurable impact in concept testing, the campaign evokes deeply emotive responses, both personal and universal, highlighting how natural diamonds connect us to something greater than ourselves,” said Kristina Buckley Kayel, managing director and CMO, NDC North America. 

The campaign also complements initiatives by brands and retailers that are focused on accentuating their natural diamond collections.

NDC retail partners will be able to co-op the campaign, and NDC will support it with a dedicated media plan centred on promoting the hero film among an audience aged 21 to 35 years old. Media highlights include premium online video placements across Netflix, YouTube, Amazon Prime, Hulu, and Disney+, platforms where target audiences are most engaged and can be reached at scale. The plan blends high-impact moments that deliver visibility during key streaming touchpoints with broad, cost-efficient reach tactics.

All media placements will drive to naturaldiamonds.com – NDC’s global, authoritative destination for inspiring and educational content on natural diamonds. The site offers rich storytelling on their unique values, cultural relevance, enduring meaning and the significant positive impact they create in the regions where they are discovered, from Botswana to Canada, revealed NDC.