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.”
Editors' Picks
Sponsored by
More on Sourcing
The Latest
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
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 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 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.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
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.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
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.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
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.
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.
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.
