Natural Diamond Council will be The Diamond Collective from now
It will unite the industry behind a shared ambition: reconnecting people with the rarity, meaning and enduring emotional power of diamonds
The Natural Diamond Council will now be referred to as The Diamond Collective. This rebranding comes with a new global strategy aimed at reconnecting natural diamonds with culture, enhancing consumer trust, and maintaining long-term relevance. The new identity, The Diamond Collective, will serve as the organization's public-facing name in most markets, while the Natural Diamond Council will maintain its legal entity status.
Amber Pepper, the new CEO, led the transition through six months of consultations with various stakeholders, including producers, retailers, brands, creatives, and consumers. Pepper emphasized that the strategy aims to reignite desire for natural diamonds, convert that desire into sustained demand, and inspire a new generation to choose them.
The organization's approach will focus on culture, trust, advocacy, transparency, and unity among producers, retailers, brands, designers, and new voices. To measure the effectiveness of the new strategy, The Diamond Collective will introduce the Diamond Desire Index, a tool that will gauge consumer feelings and actions. This index will be launched with baseline data in the US, India, and China, tracking consideration, purchase intent, sentiment, and recommendation.
The Diamond Collective's initiatives will provide a unified global growth program, shared action, investment, and measurable commercial impact.
Written by urgent.news from Hindu BusinessLine's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
