Major diamond producers recently unveiled the Natural Diamond Council (NDC), formerly known as the Diamond Producers Association, which will focus on content and a new consumer facing identity and digital platform – Only Natural Diamonds.

According to the group, the NDC will promote the desirability of natural diamonds and support integrity in the diamond jewellery trade. As an industry authority, it will continue to invest in advertising globally and aim to become the go-to digital publisher for innovative content covering fresh and exciting developments in the industry. 

As part of the launch, the NDC will also reposition its consumer identity, previously known as “Real is Rare, Real is a Diamond,” under the brand name “Only Natural Diamonds.”

NDC CEO David Kellie said consumers will seek natural products and sustainable brands now more than ever amid uncertainties in the market. 

“The current economic climate creates unprecedented challenges for the luxury industry. But as the climate improves, natural diamonds will connect stronger than ever before,” he noted. “They’ll be purchasing luxury goods with a greater meaning, particularly those celebrating connections between friends and loved ones.”