Mumbai, India—The Natural Diamond Council has added a new partner, the Gem Jewellery Export Promotion Council, to its latest global campaign.
The campaign focuses on the natural diamond industry’s sustainability efforts.
As an increasing number of consumers place high value on traceability and sustainability, the campaign wants to highlight the diamond sector’s “do-good” approach.
"Sustainability is not a trend but a journey for brands and for the natural diamond sector it has always been at the core of all our endeavors,” said Richa Singh, managing director of India and the Middle East for the Natural Diamond Council.
“This campaign reflects on the good that the modern diamond industry along with GJEPC have done for communities and individuals who are both directly and indirectly associated with it. With this, we want every customer to take pride in the fact that their purchase has touched lives around the world positively and thank them for being a part of the journey."
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The omnichannel campaign will share sustainability facts about the natural diamond industry, highlighting the socioeconomic and community benefits.
Its creative campaigns will be featured across its social media channels, including on a dedicated “Only Natural Diamonds” page.
"In order to achieve long-term sustainability in our industry, we need to [adopt] a 360-degree approach,” said Colin Shah, chairman of the Gem Jewellery Export Promotion Council, noting the partnership with NDC is a step in that direction.
"Consumers are looking for purpose and want to know if the company they buy from has strong values and robust management systems that integrate sustainability at the core of their operation,” said Ris Van der Veken, executive director of the RJC.
Retailers and other industry partners can download complimentary assets from the campaign on the Natural Diamond Council’s website