Natural Diamond Council (NDC) and Diamond Standard, the developer of the world's first market-traded and regulator-approved diamond investment product, have joined forces in a strategic collaboration. The partnership aims to increase the visibility of Diamond Standard's unique Coins and Bars through a Retailer Affiliates Program, which will showcase and provide access to these core investment offerings.

Diamond Standard has transformed natural diamonds into a truly fungible asset, backed by blockchain technology and a standardised valuation system, according to the NDC press release. Recognising diamonds as an ethically sourced, rare, and finite natural resource, the company has tapped into the trillion-dollar asset potential, it noted. Similar to other precious metals, the demand for diamonds is expected to drive price appreciation, resulting in record growth since 2019.

“Institutional investors have already started acquiring diamond commodities. Through the Natural Diamond Council and influential retailers, we aim to enable consumers to benefit from this growing demand – they already appreciate the beauty, scarcity, and value,” explained Cormac Kinney, CEO and Founder of Diamond Standard.

Diamond Standard Coins & Bars have revolutionised the investment landscape by unlocking the potential of natural diamonds as a tradable asset with daily market prices and liquidity. These fungible diamond offerings are already traded on a spot market and have been approved as "good for delivery" to settle futures contracts.

In collaboration with Diamond Standard, the Natural Diamond Council will develop educational materials outlining the investment profile of diamonds, as well as the environmental, social, and governance characteristics associated with Diamond Standard's offerings.

"This collaboration presents a unique opportunity to educate a wider audience about the inherent value of natural diamonds in an alternative way, while extending Diamond Standard's reach to leading retail jewellers in the U.S.," stated David Kellie, CEO of the Natural Diamond Council.

A carefully selected group of prestigious jewellery stores will be chosen to showcase regulated and audited Diamond Coins and Bars, further raising consumer awareness of this newly accessible natural resource.

Consumers will have the exclusive opportunity to purchase these commodities directly from Diamond Standard. However, by using a designated retailer's code, they will enjoy special benefits, such as free shipment or custody at Brinks. In return, the retailer will receive a commission, marketing materials, collateral and branding support, as well as comprehensive training on the advantages and mechanics of these products.

"In addition to providing consumers with alternative avenues to gain exposure to diamonds, this venture offers tremendous value to participating retailers," said Greg Kwiat, CEO at Kwiat Diamonds. "It seamlessly complements the in-store natural diamond jewellery offering, enhancing customer retention and loyalty."