Natural Diamond Council makes marketing push

The Diamond Producers’ Association (DPA), established only five years ago by a coalition of diamond miners including De Beers and Alrosa, has relaunched as the Natural Diamond Council.

In addition to continuing to advertise natural diamonds as the DPA did previously, the council is also hoping to reach younger consumers by producing catchy editorial content on trends and innovations in diamond jewelry and the heritage of natural diamonds.

The rebranding comes at a difficult time for the diamond sector, with the economic fallout from the coronavirus pandemic depressing demand and prices.

“The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before,” said Natural Diamond Council CEO, David Kellie in a release. “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.”

The website will offer coverage under six categories: Epic Diamonds, Hollywood & Pop Culture, Love & Diamonds, Style & Innovation, Diamonds 101 and Inside the Diamond World. The council has also started a new, biannual trend report written by style experts, forecasting diamond jewelry trends, and incorporating styling tips.

In addition, the DPA’s Real is Rare, Real is a Diamond campaign will be replaced with the council’s new branding: “Only Natural Diamonds” (OND).

“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,” added NDC’s managing director, Kristina Buckley Kayel. “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 Natural Diamond Council will also aim to educate consumers on the sustainability and ethical practices of diamond producers, as well as everything they need to know when buying diamond jewelry.

In a release, the organization said the relaunch reflects the collective commitment of its members, Alrosa, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds, and Rio Tinto, to the growth of the industry beyond the current economic crisis.

“Our mission is to educate consumers on the industry and positive social contribution diamonds make to the world today,” said Stephen Lussier, Chairman of the NDC. “Our members are committed to these goals and the launch of the NDC marks an exciting step on this path.”

Visit www.naturaldiamonds.com for more information.

Source: DCLA

Natural Diamond Council makes marketing push

The Diamond Producers’ Association (DPA), established only five years ago by a coalition of diamond miners including De Beers and Alrosa, has relaunched as the Natural Diamond Council.

In addition to continuing to advertise natural diamonds as the DPA did previously, the council is also hoping to reach younger consumers by producing catchy editorial content on trends and innovations in diamond jewelry and the heritage of natural diamonds.

The rebranding comes at a difficult time for the diamond sector, with the economic fallout from the coronavirus pandemic depressing demand and prices.

“The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before,” said Natural Diamond Council CEO, David Kellie in a release. “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.”

The website will offer coverage under six categories: Epic Diamonds, Hollywood & Pop Culture, Love & Diamonds, Style & Innovation, Diamonds 101 and Inside the Diamond World. The council has also started a new, biannual trend report written by style experts, forecasting diamond jewelry trends, and incorporating styling tips.

In addition, the DPA’s Real is Rare, Real is a Diamond campaign will be replaced with the council’s new branding: “Only Natural Diamonds” (OND).

“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,” added NDC’s managing director, Kristina Buckley Kayel. “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 Natural Diamond Council will also aim to educate consumers on the sustainability and ethical practices of diamond producers, as well as everything they need to know when buying diamond jewelry.

In a release, the organization said the relaunch reflects the collective commitment of its members, Alrosa, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds, and Rio Tinto, to the growth of the industry beyond the current economic crisis.

“Our mission is to educate consumers on the industry and positive social contribution diamonds make to the world today,” said Stephen Lussier, Chairman of the NDC. “Our members are committed to these goals and the launch of the NDC marks an exciting step on this path.”

Visit www.naturaldiamonds.com for more information.

Source: DCLA

Everything Changes, Some Things Stay the Same

The diamond and jewelry trade tends to be reactive rather than proactive.
That was clear during the recent conference season, with the World Federation of Diamond Bourses (WFDB), the International Diamond Manufacturers Association (IDMA), the World Jewellery Confederation (CIBJO) and the World Diamond Council (WDC) all holding their annual meetings in October.

Much of the discussion, according to reports from the meetings, was centered on how the trade should relate to synthetic diamonds. It’s a difficult question following the recent decision by the Federal Trade Commission (FTC) to expand the definition of “diamond” to include those grown in a laboratory.

How does that apply to invoicing, advertising or grading reports? Having reached equal footing with mined diamonds in the eyes of the FTC, should lab-grown stones be allowed on the bourse trading floors? Of course not. And the trade restated its position that the use of the word “diamond,” without any qualifiers before it, refers to a natural stone by default.

But language isn’t really the issue. Behind the debate lies a deep concern about the growing acceptance of synthetics — both in retail and within the trade. De Beers’ entry into the market has played a significant role in that development, giving others a green light to follow suit.

Forget De Beers’ claim that it is helping differentiate natural from synthetic diamonds through pricing. The company is encouraging demand for a product that will ultimately eat into the natural-diamond market. We’re seeing that already, with more retailers, such as Macy’s and JCPenney, convinced that consumers will “grow in love” with synthetic-diamond jewelry.

The trade’s leadership claims it was blindsided by De Beers and the FTC. But its efforts at this point to engage with the FTC to revoke the decision will ultimately prove to be a case of too little, too late.

Rather, we must recognize that the industry trade groups that met in Mumbai, along with CIBJO, which met in Colombia, failed their constituents. So did the Diamond Producers Association (DPA), of which De Beers holds the current chairmanship.

Why was the natural-diamond-industry lobby ineffective a year ago — if active at all — while synthetics producers were convincing the FTC to include them in its definition? Where is the outrage from DPA members over their chairman actively working against the group’s mandate to promote natural diamonds as real and rare?

The industry’s reactive approach to the synthetics issue signals a need to update its strategy. Perhaps an initiative to combine the roles of the WFDB and IDMA into one organization would bring them new energy and purpose.

For now, the inability to change leadership at these organizations suggests the rest of the trade sees them as ineffective. As the WFDB and IDMA begin another term with the same leadership and a new committee working to spread the WFDB’s influence, we urge trade groups to be more proactive in dealing with the many challenges facing the natural-diamond market.

Source: diamonds.net

Everything Changes, Some Things Stay the Same

The diamond and jewelry trade tends to be reactive rather than proactive.
That was clear during the recent conference season, with the World Federation of Diamond Bourses (WFDB), the International Diamond Manufacturers Association (IDMA), the World Jewellery Confederation (CIBJO) and the World Diamond Council (WDC) all holding their annual meetings in October.

Much of the discussion, according to reports from the meetings, was centered on how the trade should relate to synthetic diamonds. It’s a difficult question following the recent decision by the Federal Trade Commission (FTC) to expand the definition of “diamond” to include those grown in a laboratory.

How does that apply to invoicing, advertising or grading reports? Having reached equal footing with mined diamonds in the eyes of the FTC, should lab-grown stones be allowed on the bourse trading floors? Of course not. And the trade restated its position that the use of the word “diamond,” without any qualifiers before it, refers to a natural stone by default.

But language isn’t really the issue. Behind the debate lies a deep concern about the growing acceptance of synthetics — both in retail and within the trade. De Beers’ entry into the market has played a significant role in that development, giving others a green light to follow suit.

Forget De Beers’ claim that it is helping differentiate natural from synthetic diamonds through pricing. The company is encouraging demand for a product that will ultimately eat into the natural-diamond market. We’re seeing that already, with more retailers, such as Macy’s and JCPenney, convinced that consumers will “grow in love” with synthetic-diamond jewelry.

The trade’s leadership claims it was blindsided by De Beers and the FTC. But its efforts at this point to engage with the FTC to revoke the decision will ultimately prove to be a case of too little, too late.

Rather, we must recognize that the industry trade groups that met in Mumbai, along with CIBJO, which met in Colombia, failed their constituents. So did the Diamond Producers Association (DPA), of which De Beers holds the current chairmanship.

Why was the natural-diamond-industry lobby ineffective a year ago — if active at all — while synthetics producers were convincing the FTC to include them in its definition? Where is the outrage from DPA members over their chairman actively working against the group’s mandate to promote natural diamonds as real and rare?

The industry’s reactive approach to the synthetics issue signals a need to update its strategy. Perhaps an initiative to combine the roles of the WFDB and IDMA into one organization would bring them new energy and purpose.

For now, the inability to change leadership at these organizations suggests the rest of the trade sees them as ineffective. As the WFDB and IDMA begin another term with the same leadership and a new committee working to spread the WFDB’s influence, we urge trade groups to be more proactive in dealing with the many challenges facing the natural-diamond market.

Source: diamonds.net