During a visit to the GJEPC head office in Mumbai on 11th January, Natural Diamond Council (NDC) CEO David Kellie recently addressed the Indian diamond jewellery manufacturing and retail industry at a virtual townhall meeting, sharing highlights and key initiatives across three markets, namely, USA, China and India. Kellie emphasised the importance of focusing on the vision, achievements, and future plans for 2023.
During the presentation, Kellie highlighted the NDC’s mission of inspiring consumers to desire and connect emotionally with natural diamonds. He stressed the significance of conveying the industry’s values, ethics, and community support to consumers, building trust in the process.
Kellie presented various statistics showcasing the NDC’s digital focus, including over 130 million website visitors globally and 830 million video views. He underlined the importance of staying visible on platforms like YouTube, social media, and TikTok, especially among the Gen Z and millennial audience.
He introduced the “Treasure Now and Forever” campaign featuring actor Lily James, illustrating the versatility and magic of diamond jewellery for everyday wear and special occasions. Kellie discussed the NDC’s involvement in key programs in India, such as collaborations with Bollywood celebrities and innovative initiatives like Koffee with Karan.
Kellie shared insights into the Diamond Fact report and collaborations with influencers on platforms like TikTok. The NDC also engaged in editorial placements to provide context and make industry-related topics more relatable to consumers.
Kellie highlighted the NDC’s global efforts, including a discovery trip to Botswana with Lily James to showcase the positive impact of diamonds on communities. The “Thank You, By The Way” campaign, education initiatives for retailers, and collaborations with industry partners were also discussed.
Kellie expressed gratitude to industry partners, including the Gem & Jewellery Export Promotion Council (GJEPC), and highlighted the collective mission for a sustainable, profitable, and prosperous diamond industry.