TrendsJun 29, 2021
NDC Unveils a Diamond Jewelry CollectionMajorsAug 24, 2021
NDC Campaign Shows Diamonds’ Positive Impact
“Thank You, By the Way” highlights how mined diamonds help their local communities.
A mock-up of the Natural Diamond Council’s new “Thank You, By the Way” campaign advertisement
New York—The Natural Diamond Council’s new advertising campaign highlights diamonds’ positive impact in their local communities.
Produced with the support of the Responsible Jewellery Council, “Thank You, By the Way” communicates the socioeconomic and community benefits diamond mining offers.
The campaign features nine ads, each touching on a different topic including education, healthcare, biodiversity, and endangered species.
“Thank You, By the Way” began rolling out last week across NDC’s social media channels and is prominently featured on the naturaldiamonds.com website.
One advertisement, for example, reads: “Your natural diamond helps provide access to healthcare for more than 4 million people. From solar-powered clinics to groundbreaking disease management programs, natural diamonds help build a healthier future for some of the world’s most remote, vulnerable communities.”
The website allows users to learn more about these benefits.
Clicking upon the above statement leads to a more in-depth report of the way major diamond miners are dealing with COVID-19, outlining how they work with local partners to distribute food, water, and hygiene items.
The report notes how specific groups like Petra utilize thermal scanners and questionnaires to screen for COVID-19 among employees.
Beyond the challenges the pandemic presents, the report outlines how diamond mining funds local hospitals and clinics in several rural communities, bringing needed healthcare services to remote areas.
NDC campaign assets for all nine advertisements are available to members of the jewelry industry by download on the NDC website’s “Diamond Professionals” resource hub.
Customizable assets are available upon request by contacting thankyou@naturaldiamonds.com.
The campaign will be featured in print in the special Couture Show edition of WWD.
“This isn’t a new topic for the diamond industry,” said NDC CEO David Kellie in a statement.
“For the last two decades, the industry has been doing this work, putting sustainability at the forefront of everything they do. But now more than ever, consumers have an appetite for it, they want to know the impact of what they are buying, and how their purchases are contributing to the regions and communities producing them. Through this campaign, we would like to thank our consumers for their trust and support in doing good around us.”
Related stories will be right here …
Produced with the support of the Responsible Jewellery Council, “Thank You, By the Way” communicates the socioeconomic and community benefits diamond mining offers.
The campaign features nine ads, each touching on a different topic including education, healthcare, biodiversity, and endangered species.
“Thank You, By the Way” began rolling out last week across NDC’s social media channels and is prominently featured on the naturaldiamonds.com website.
The Natural Diamond Council website elaborates further on its ad claims, providing more in-depth information to consumers.
One advertisement, for example, reads: “Your natural diamond helps provide access to healthcare for more than 4 million people. From solar-powered clinics to groundbreaking disease management programs, natural diamonds help build a healthier future for some of the world’s most remote, vulnerable communities.”
The website allows users to learn more about these benefits.
Clicking upon the above statement leads to a more in-depth report of the way major diamond miners are dealing with COVID-19, outlining how they work with local partners to distribute food, water, and hygiene items.
The report notes how specific groups like Petra utilize thermal scanners and questionnaires to screen for COVID-19 among employees.
Beyond the challenges the pandemic presents, the report outlines how diamond mining funds local hospitals and clinics in several rural communities, bringing needed healthcare services to remote areas.
NDC campaign assets for all nine advertisements are available to members of the jewelry industry by download on the NDC website’s “Diamond Professionals” resource hub.
An ad from the Natural Diamond Council’s new campaign, created with the support of the Responsible Jewellery Council
Customizable assets are available upon request by contacting thankyou@naturaldiamonds.com.
The campaign will be featured in print in the special Couture Show edition of WWD.
“This isn’t a new topic for the diamond industry,” said NDC CEO David Kellie in a statement.
“For the last two decades, the industry has been doing this work, putting sustainability at the forefront of everything they do. But now more than ever, consumers have an appetite for it, they want to know the impact of what they are buying, and how their purchases are contributing to the regions and communities producing them. Through this campaign, we would like to thank our consumers for their trust and support in doing good around us.”
More on Majors
The Latest
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
ColumnistsSep 11, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
