At a recent closed-door press event, David Kellie, CEO of the Natural Diamond Council (NDC), unveiled several key initiatives aimed at promoting natural diamonds. The highlight of the discussion was NDC\u2019s latest campaign, featuring their brand ambassador Lily James, which focuses on loose diamonds, shot against the breathtaking backdrop of Canada’s Northwest Territories.<\/p>\n
Kellie explained that while the previous campaigns were centred around the emotional connection tied to diamond jewellery, in this campaign, the emphasis is on promoting the intrinsic value of loose diamonds; the unique qualities of the gemstone, underscoring the message of diamonds as \u201cReal, Rare, Responsible.\u201d<\/p>\n
\u201cCanada is the fourth-largest diamond producer in the world, and shooting the campaign there was significant,\u201d said Kellie. He also revealed that Lily James\u2019s involvement goes beyond just being the face of the brand. \u201cHer curiosity and passion were evident as her talk in the campaign was unscripted, which added to the authenticity.\u201d<\/p>\n
The global campaign is overarching in its message of the natural diamond’s enduring value that resonates with customers across the world. NDC is providing retailers from the US, Dubai and China with comprehensive digital assets, including co-branded TV spots, social media posts, and point-of-sale materials. These assets are tailored to each market, to help retailers effectively communicate the story of natural diamonds.<\/p>\n
Building on NDC\u2019s report Diamond Facts: Addressing Myths and Misconceptions About the Diamond Industry,<\/em> which was released last year to address misinformation about both natural and synthetic diamonds, Kellie announced that NDC will be releasing 10 Diamond Fact Reports over the next 12 months. The series will include titles such as Diamond Trends, Diamonds of Botswana, Diamonds of Canada, and more. \u201cWe aim to correct misconceptions and answer questions about the industry, enhancing trust and enabling consumers to make informed decisions.\u201d<\/p>\n Kellie also touched upon the importance of adapting campaigns for different cultural contexts. In India, NDC is working closely with local jewellery brands to create content that resonates with the audience here. \u201cIndia is a unique market, and we strive to keep our messaging through social media platforms to share culturally relevant stories,\u201d Kellie stated.<\/p>\n Kellie highlighted the challenge faced by lab-grown diamonds (LGDs) in the market. While high-end brands and luxury retailers in the US continue to flourish with natural diamonds due to their affluent clientele, LGDs have gained traction among mid-tier retailers. He remarked, \u201cUS retailers selling LGD jewellery are now grappling with a major challenge as prices have plummeted. Although percentage margins remain high, cash margins are shrinking, reducing overall revenue. The real challenge is in the mid-tier segment, where consumers are attracted to the lower prices of lab-grown diamonds. However, the long-term impact on profitability is a growing concern for retailers.\u201d He also noted that Chinese retailers have been hesitant to enter the lab-grown market, aware that once they start selling LGDs, there may be no going back as consumer preferences shift.<\/p>\n Looking ahead, Kellie emphasised the importance of educating retail partners globally. \u201cSelling diamonds is not about selling a commodity; it\u2019s about conveying emotion. The role of the sales advisor is crucial in making that emotional connection with the customer,” he said.<\/p>\n As NDC continues to promote natural diamonds through innovative campaigns and educational initiatives, the organisation remains focused on supporting retailers with the tools and knowledge they need to succeed in a rapidly changing marketplace.<\/p>\n","protected":false},"excerpt":{"rendered":" At a recent closed-door press event, David Kellie, CEO of the Natural Diamond Council (NDC), unveiled several key initiatives aimed at promoting natural diamonds. The highlight of the discussion was NDC\u2019s latest campaign, featuring their brand ambassador Lily James, which focuses on loose diamonds, shot against the breathtaking backdrop of Canada’s Northwest Territories. Kellie explained…<\/p>\n","protected":false},"author":1,"featured_media":27844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-27843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n