Natural Diamond Council is the mouthpiece of the world’s most precious and coveted gemstone – diamonds. Launched as Diamond Producers Association in 2016, the organization, operative across six continents was renamed as NDC in 2020. It has been patronizing the inclusive goals of ethical natural diamond players relentlessly through intuitive campaigns and public forums. 

Hollywood stars such as Ana de Armas have been featured in their digital films and Bollywood actress Sara Ali Khan is one of the many star-studded interactions that NDC has brought out. The brand has come a long way in keeping jewelry lovers informed about natural diamond jewelry. Within a month of unveiling operations in UAE, Richa Singh, MD, Natural Diamonds Council (India and UAE) shares their remarkable journey. 

Helping Youth Fall in Love with Diamonds 

As is the case with any industry blending with the young consumers, NDC understood that the young bling lover was choosing brands, which cared about the environment and gave back to the society. “Whether it’s a manufacturer, retailer, or an industry body like NDC, all of us have realized that the younger generation with disposable income are exploring luxury in digital platforms. They are holding on to products and services doing good for the planet,” elaborates Singh. 

Therefore, they demand their natural diamonds to be sourced sustainability and not from disputed regions. Provenance programs such as the Kimberley process help a consumer trace the diamond back to its origin, thus developing trust with proper and detailed certification. As the journey of the diamonds are explained to the consumer, the path to slow fashion unfolds automatically. 

Fine diamond jewelry has all it needs to ride the slow fashion wave. For one, natural diamonds can be reset, restyled, and made to last for generations. They are perceived to be of greater value by customers. On that note, various retail jewelry brands have outdone themselves in grabbing attention and conversion through seamless commerce.

While NDC champions the cause of natural diamonds, they are also cognizant of the assorted mix of accessories that style a ‘hi-lo’ fashionista today. “They wear a beaded bracelet with names of their family members, while flaunting a European designer brand. The consumer is picking the best of both worlds and is smart enough to explore when, where, and what should they buy. Semi-precious or precious, every category has a demand, and they co-exist seamlessly today,” reasons Singh.

Influencing Young Buyers through Omnichannel 

When NDC started its India operations in 2017, its prime competitors were travel and gadgetry, the two industries that have enamored the youth. Addressing the target audience in the best possible situation, NDC collaborated with IPL to ensure optimum visibility for the larger industry of natural diamond jewelry. 

With fashion, NDC unlocked new avenues for diamond jewelers in prêt wear. The craftsmanship of Indian jewelry artisans was amplified through the regional design diversities of the country.

“With fashion, we created a platform for budding designers to walk the ramp, create a look, and talk to the consumer. While the consumer saw one side of fashion, they were exposed to diamond jewelry as well. We also did indirect campaigns with Bollywood such as ‘Koffee with Karan’ wherein Ranveer Singh and Alia Bhatt talked about their solitaires. Featured in ‘Moving in with Malaika’, NDC spoke about self-love and self-gifting. We also got micro influencers sharing common trigger factors behind purchase of natural diamonds,” discloses the NDC managing director.

Men’s jewelry brought a lot of traction with public figures such as cricketer Hardik Pandya renewing his vows. This apart, NDC’s Diamond Fest had a spectrum of icons from celebrities, auction experts, styling guides, and spokespersons of French and Italian brands who spoke about the demand. 

Within a year, the brand produced more than 750 pieces of educational content, many of which sensitized buyers about different cuts of diamonds, their significance, and investment values. NDC achieved a record number of over 40 million website visits in India alone, and had over 650 brand showcases. 

NDC’s Global Action Plan
NDC’s intellectual properties and key brand integrations have prompted the UAE government to welcome the industry body in its soil and start noteworthy collaborations with three brands, namely Malabar Gold and Diamonds, Jawhara Jewellery, and La Marquise Jewellery. 

Consumer journeys vary across countries. While NDC has partnered for Super Bowl, Bafta, Grammy’s, and are gearing up for the Academy Awards, Singh believes that Dubai, being a melting pot of a floating audience across communities, will be for global content. They are also focused on expanding their natural diamond business. “India loves Diljit Dosanjh as much as Ariana Grande and Ed Sheeran, so our communication likewise includes diverse preferences,” Singh concludes.