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NDC aims to restore crushed diamond sales

The former Diamond Producers Association, now the Natural Diamond Council (NDC), will seek to connect with younger buyers "in a different way" as it tries to stimulate natural diamond sales hit by COVID-19 disruption of supply chains.
NDC aims to restore crushed diamond sales NDC aims to restore crushed diamond sales NDC aims to restore crushed diamond sales NDC aims to restore crushed diamond sales NDC aims to restore crushed diamond sales

Diamond producers have launched the Natural Diamond Council

Staff Reporter

NDC CEO David Kellie expects diamonds to "connect stronger than ever before" as the global economy recovers.

"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," said Kellie.

"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."

NDC MD Kristina Buckley Kayel echoed Kellie's sentiment, saying the younger audience was "clearly engaged and inspired when we present ourselves with authority in the digital world".

The rebranding exercise comes with a new website meant to become a one-stop digital platform and resource for marketing diamonds and industry content.

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

The launch of the NDC reflects commitment of its members ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds and Rio Tinto, to the growth of the industry going beyond the current economic crisis.

"There is no task more important than inspiring consumers with what we call ‘the Diamond Dream'," said NDC chairman Stephen Lussier.