DPA Relaunches as Natural Diamond Council with a new Commercial Slogan – Only Natural Diamonds

The Diamond Producers Association (DPA), the apex organization that includes all leading natural diamond producers in the world, has re-launched their organization in New York on June 1, 2020, with a new identity, known as the “Natural Diamond Council” (NDC), in a move calculated to distance itself from the lab-grown diamond sector, and further consolidating its position by changing its commercial slogan from “Real is Rare, Real is a Diamond” to the more captivating “Only Natural Diamonds (OND)” Among the prominent diamond producers in the organization are Al-Rosa, De Beers Group, Dominion Diamond Mines, Lucara Diamond, Petra Diamonds, RZM Murowa, and Rio Tinto. The main objective of the NDC is to promote the desirability of natural diamonds and thereby consolidate the integrity of the natural diamond jewelry industry, which it hopes to achieve by continuing to invest in advertising natural diamonds globally and becoming the go-to digital publisher for innovative content covering all that is new and exciting in the natural diamond industry.

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Commenting on the need to adopt a new name for the organization, National Diamond Council CEO, David Kellie said, “The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before. Consumers will have a greater respect for all things natural and seek brands that have an honest mission to be truly sustainable. They’ll be purchasing luxury goods with a greater meaning, particularly those celebrating connections between friends and loved ones. We need to speak to the younger audience in a different way and we’re delighted to have brought in a number of partners that will contribute to the new world of natural diamonds we’re creating.”

Continuing in the same vein, NDC Managing Director North America, Kristina Buckley Kayel said, “Our new digital platforms will inspire and inform consumers globally about the values and heritage of natural diamonds, as well as promoting the significant innovation happening throughout the world of diamond jewelry. The younger audience is clearly engaged and inspired when we present ourselves with authority in the digital world. It’s our aim to be number one across all digital platforms in our industry and our ambitious plans reflect these goals.”

The new OND website launched on June 1, 2020, is an up-to-date digital platform and resource on natural diamonds, incorporating feature articles from renowned jewelry journalists such as Jill Newman, Marion Fasel and Carol Woolton, as well as articles from innovators from the fields of jewelry and publishing, under six main categories such as Epic Diamonds, Hollywood & Pop Culture, Love & Diamonds, Style & Innovation, Diamonds 101 and Inside the Diamond World. The OND website also includes a trusted educational section dealing with all the facts needed when considering the buying of diamonds or diamond jewelry.

Another significant publication launched in conjunction with the launching of the NDC, is the “Style Collective : Trend Report,” that forecasts the natural diamond jewelry trends by leading experts in the field, who constitute the Style Collective Membership, that includes Jill Newman – Editor-at-Large, Katerina Perez – Curator of Best Jewels, Cristina Ehrlich – Celebrity Stylist, Will Khan – Jewelry Director at Moda Operandi and Rachel Garrahan – British Vogue’s Jewelry and Watch Director. It is hoped that the biannual trend report will serve both as a guide for retailers, as well as a reference for consumer titles incorporating styling tips.

As part of their re-launch, the NDC also unveiled a new trade website with the URL naturaldiamondcouncil.com, dedicated to the industry, and serving as a resource portal for diamond professionals, from retailers to designers and also providing easy access to an array of industry resources, customizable marketing materials, e-learning programs and  the latest industry news.

According to National Diamond Council CEO, David Kellie, the organization will initially target the US and European markets, and will roll out its new agenda in Asia on July 1, 2020. It will focus on its online and social-media activities over the summer, before launching a holiday campaign in September, Kellie explained last month in an online session organized by De Beers.

Stephen Lussier, Chairman of the NDC says, “There is no task more important than inspiring consumers with what we call the “Diamond Dream.”  Our mission is to educate consumers on the industry and positive social contribution diamonds make to the world today. Our members are committed to these goals and the launch of the NDC marks an exciting step on this path.”

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