The Natural Diamond Council (NDC) has relaunched as The Diamond Collective (TDC), introducing a new global strategy aimed at reconnecting consumers with natural diamonds and driving sustained demand.
The new strategy was shaped by CEO Amber Pepper following six months of consultation with producers, retailers, brands, creatives and consumers. It focuses on changes in how consumers discover, value and purchase luxury.
The strategy is built around three priorities: Inspire, Protect and Unite. Inspire will use culture, creativity and storytelling to build desire and connect consumers with consideration and purchase. Protect focuses on consumer confidence, transparency, evidence-led information and differentiation between natural and synthetic diamonds. Unite aims to bring producers, retailers, brands, designers and new industry voices together around shared priorities.
The organisation plans to support the strategy through culturally relevant campaigns, a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, and investment in AI and digital discovery. It will also develop evidence-led responses to misinformation and create new forums for industry leadership.
A new Diamond Desire Index will measure consumer consideration, purchase intent, sentiment and recommendation. The index will launch with a baseline across the US, India and China and will support annual tracking of changes in consumer behaviour and demand.
The Diamond Collective will also introduce a broader participation model, allowing organisations across the value chain to contribute expertise and support to shared priorities. The new name will be used publicly in most markets, while Natural Diamond Council remains the organisation’s legal entity.
Amber Pepper, CEO of The Diamond Collective, 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 Diamond Collective 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.”