The Natural Diamond (NDC) has launched a new campaign – Real, Rare, Responsible – in a bid to emphasise the importance of the industry’s core values.
The campaign features brand ambassador Lily James following trips to Canada and Botswana.
The NDC is gradually rolling out the campaign on its platforms before its main launch, which is planned for the JCK Las Vegas show in May.
Speaking with industry analyst Avi Krawitz on the Diamond Gems podcast, CEO David Kellie said the campaign would focus on the diamond industry’s core values.
“Those are the three core values of natural diamonds, and those values resonate wherever you are in the world,” he said.
“Jewellery differs greatly around the world, and how diamonds are expressed in jewellery varies greatly as you travel around the world. Retailers who are at the very closest end to consumers are the ones who have to adapt the most to their local consumers.”
Kellie added: “When you consider what this industry has done over the last 20 years in the regions of the world where diamonds are recovered, how responsible they are in terms of long-term planning, the recovery of the diamonds, regeneration of land, and in creating long-term prosperity for its communities, it’s something we should all be very proud of, and we shouldn’t take it for granted.”
The NDC recently announced that the Okavango Diamond Company (ODC) is the organisation’s newest member. ODC is the first non-mining company to be admitted as a member.
The NDC was founded in 2000 to advance the integrity of the diamond industry by educating consumers. It was formerly known as the Diamond Producers Association.
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