SourcingMay 24, 2024
Signet, De Beers Have a Plan to Promote Natural DiamondsSourcingJun 04, 2024
For New Campaign, Natural Diamond Council Looks to the North
Shot in Canada’s Northwest Territories in winter, the campaign features actress and NDC ambassador Lily James and the Northern Lights.
The Natural Diamond Council’s new “Real. Rare. Responsible” campaign starring actress and NDC ambassador Lily James (“Cinderella,” “Downton Abbey”) was shot in Canada’s Northwest Territories, where the Northern Lights are visible more than half the year. (Photo courtesy of the Natural Diamond Council)
Las Vegas—Later this year, the Natural Diamond Council will launch a campaign starring Lily James and shot in Canada’s Northwest Territories in the dead of winter.
The new “Real. Rare. Responsible” campaign, which is designed to highlight the positive impact diamonds have in the communities where they are mined, features the “Pam & Tommy” actress against a snowy backdrop.
It serves as a stark contrast to the last “Real. Rare. Responsible” campaign, which was shot in Botswana, and follows James as she visits De Beers Canada’s Gahcho Kué mine, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond.
Set to launch in late summer, the campaign includes videos and still imagery retailers can utilize for social media, print, and billboards. There is also a script for a radio spot.
For its part, the NDC will focus on placing the ads on digital platforms.
The new “Real. Rare. Responsible” campaign, which is designed to highlight the positive impact diamonds have in the communities where they are mined, features the “Pam & Tommy” actress against a snowy backdrop.
It serves as a stark contrast to the last “Real. Rare. Responsible” campaign, which was shot in Botswana, and follows James as she visits De Beers Canada’s Gahcho Kué mine, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond.
Set to launch in late summer, the campaign includes videos and still imagery retailers can utilize for social media, print, and billboards. There is also a script for a radio spot.
For its part, the NDC will focus on placing the ads on digital platforms.
A fox roams the snowy landscape in Yellowknife, Canada. Yellowknife is the capital, and only city, in the Northwest Territories. It is about 250 miles south of the Arctic Circle. (Photo courtesy of the Natural Diamond Council)
The Northern Lights, which are visible up to 240 days a year in the Northwest Territories, feature prominently in the campaign. (Photo courtesy of the Natural Diamond Council)
A pair of Caribou traverse the ice roads in the Northwest Territories. (Photo courtesy of the Natural Diamond Council)
A 33-carat brilliant-cut natural diamond (left) is pictured alongside a rough diamond. (Photo courtesy of the Natural Diamond Council)
“We’re generally speaking to a younger, Gen Z-millennial audience,” NDC CEO David Kellie said in an interview Friday when asked about NDC’s decision to do digital advertising only.
“They are consuming on their phones, [on platforms] like TikTok. We’ve done a huge amount of work with influencers on TikTok. It’s not a conventional campaign; it’s literally influencers spreading the diamond facts. That’s where we’re influencing people.
“Whilst the industry looks back with great fondness on the De Beers campaigns—the shadows, the three-stone engagement ring, those things—the reality is, you don’t get the reach to the right audience with TV and with print. We still love [print] because people still love to pick up something ... tactile. We still do a print magazine even though most of our representation is digital.”
Originally called the Diamond Producers Association and rebranded as NDC in 2020, the organization is funded by a combination of members who serve on its board of directors and partners, which include a number of large diamond manufacturers as well as India’s Gem and Jewellery Export Promotion Council.
Kellie said NDC lost about half its funding when Alrosa suspended its membership and halted all financial contributions following Russia’s invasion of Ukraine.
It now faces another potential hurdle—Anglo American’s demerger or divestment of De Beers Group.
De Beers currently accounts for 80 percent of NDC’s member funding, Kellie said.
Despite the uncertainty, he said the organization remains focused on the task at hand—rolling out this new campaign promoting natural diamonds ahead of the holiday season.
It also is seeking to sign on more members and partners to diversify its funding sources, something that has been a goal for a number of years.
“Even before Alrosa’s resignation [in 2022], it was always our belief that all parts of the industry should be participating in what we do, which is to drive consumer demand,” Kellie said.
The organization just signed on the Okavango Diamond Company (ODC), which conducts rough diamond sales on behalf of the Botswana government, as its first non-mining member.
ODC also partnered with the NDC on the “Natural Diamond Club” lounge in Las Vegas this year.
Kellie said NDC believes more diamond-producing countries should be NDC members, a goal it is working toward.
He said when it comes to promoting natural diamonds, the industry needs to be united behind one message.
“If we all do it together, it’ll be much bigger, much more impactful. And this industry rises or falls together, as we’ve seen in the last two or three years,” he said.
“Whilst people compete, and competition is a good thing, we all either do well together or we don’t. It’s a shared responsibility.”
More on Sourcing
The Latest
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
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.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
