THE NATURAL DIAMOND COUNCIL UNVEILS NEW GLOBAL STRATEGY TO REIGNITE DESIRE FOR NATURAL DIAMONDS

The Natural Diamond Council introduces The Diamond Collective, a new platform to connect natural diamonds with culture.

LONDON, Sept. 23, 2026 /PRNewswire/ -- Today, the Natural Diamond Council unveils a new global strategy to reconnect natural diamonds with culture, strengthen consumer confidence and drive long-term relevancy.

Shaped by new CEO Amber Pepper following six months of consultation with producers, retailers, brands, creatives and consumers, the strategy responds to a fundamental shift in how people discover, value and buy luxury. It sets a clear ambition for the industry: to reignite desire for natural diamonds and convert that desire into sustained demand.

As part of this next chapter, the Natural Diamond Council will introduce The Diamond Collective, a new platform designed to bring the stories, culture and values of natural diamonds to global audiences. In China, the Natural Diamond Council will continue to lead under its established Chinese name, with The Diamond Collective operating as a supporting platform for consumer engagement.

The Natural Diamond Council's strategy connects culture, retail, trust, advocacy, digital discovery, partnerships and industry alignment through three priorities:

• UNITE - bring producers, retailers, brands, designers
  and new voices together around shared priorities for growth. 
• PROTECT - strengthen consumer confidence through clarity, transparency and facts; challenge misinformation; and clearly differentiate diamonds
  from synthetic diamonds. 
• INSPIRE - create desire through culture, creativity and globally connected storytelling, with a clear path to consideration and purchase. 

Together, these priorities signal a decisive shift: from defending the category to renewing desire; from isolated campaigns to a connected global growth programme; and from industry representation to shared action, investment and measurable commercial impact.

The strategy will come to life through a new generation of global programmes, including culturally relevant campaigns, a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, and investment in AI and digital discovery. Further initiatives will strengthen evidence-led responses to misinformation, elevate producer nations and create new forums for collective industry leadership.

More details, alongside additional senior appointments, will be announced in the coming months.

A new Diamond Desire Index will measure whether the strategy is changing how consumers feel and act. Launching with a baseline across the US, India and China, it will track consideration, purchase intent, sentiment and recommendation, creating a consistent global view of desire for natural diamonds and supporting annual reporting on changes in behaviour and demand.

The strategy will also introduce a broader participation model, enabling organisations across the value chain to contribute expertise, perspective and support to shared priorities. This will give more of the industry a meaningful role in shaping and delivering the category's long-term growth.

Amber Pepper, CEO of the Natural Diamond Council said:

"Natural diamonds are among the Earth's rarest treasures, formed deep beneath its surface over billions of years. Each is entirely unique, yet their greatest value lies in the meaning we give them: the people, promises and moments we never want to forget.

"Since taking on this role, I have listened to people across our industry and beyond. Their insight, experience and belief in natural diamonds have shaped this strategy. What I have heard gives me enormous confidence in the opportunity ahead and a clear sense that we will only realise it by acting together.

"The Natural Diamond Council will build on that shared ambition: to bring the extraordinary story of natural diamonds into culture, strengthen trust in what makes them unique and inspire a new generation to choose them. This is how we will transform enduring emotional desire into lasting demand."

For further details, please read the full strategy here.

About the Natural Diamond Council

Natural Diamond Council is a global, industry-funded not-for-profit dedicated to the future of natural diamonds. It brings together the people, stories and expertise behind natural diamonds to inspire desire, protect consumer confidence and unite the industry around a shared ambition: more people choosing natural diamonds, more often.

The Diamond Collective is the Natural Diamond Council's consumer-facing platform, designed to connect new audiences with the culture, creativity and enduring value of natural diamonds through storytelling, partnerships and programmes that inspire desire and consideration.

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