SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatSourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation Program
Ben Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
The Natural Diamond Council has a new program for “best-in-class” natural diamond retailers.
New York—The Natural Diamond Council (NDC) has debuted a new program for natural diamond retailers.
The NDC’s Premier Retailer Accreditation is a complimentary recognition for “best-in-class” natural diamond retailers who operate with the highest standards.
To receive the Premier Retailer seal, a retailer has to meet five standards.
The retailer must stock natural diamonds that have been graded by reputable grading laboratories, like GIA.
The store team has to receive “rigorous” diamond education training to properly guide customers.
The retailer has to provide an “exceptional” in-store experience by sharing the uniqueness of natural diamonds.
The retailer has to use in-house diamond screening tools to ensure customer confidence.
Lastly, they have to transparently demonstrate ethical sourcing and responsible business practices.
“In five years, the NDC has become an established authority with consumers,” said Kristina Buckley Kayel, NDC’s managing director.
Its more than 40 retail partners who have participated in its cooperative marketing have been able to "consistently outperform” market cycles due in part to their commitment to natural diamond marketing and education, she added.
“Now is the right time to leverage NDC’s authority and expand the elevation of diamond retail through a visible Premier Retailer seal that marks adherence to formalized criteria which are communicated to consumers, instilling desirability and confidence in their choice of retailer,” said Buckley Kayel.
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The NDC’s Premier Retailer Accreditation is a complimentary recognition for “best-in-class” natural diamond retailers who operate with the highest standards.
To receive the Premier Retailer seal, a retailer has to meet five standards.
The retailer must stock natural diamonds that have been graded by reputable grading laboratories, like GIA.
The store team has to receive “rigorous” diamond education training to properly guide customers.
The retailer has to provide an “exceptional” in-store experience by sharing the uniqueness of natural diamonds.
The retailer has to use in-house diamond screening tools to ensure customer confidence.
Lastly, they have to transparently demonstrate ethical sourcing and responsible business practices.
“In five years, the NDC has become an established authority with consumers,” said Kristina Buckley Kayel, NDC’s managing director.
Its more than 40 retail partners who have participated in its cooperative marketing have been able to "consistently outperform” market cycles due in part to their commitment to natural diamond marketing and education, she added.
“Now is the right time to leverage NDC’s authority and expand the elevation of diamond retail through a visible Premier Retailer seal that marks adherence to formalized criteria which are communicated to consumers, instilling desirability and confidence in their choice of retailer,” said Buckley Kayel.
The retailers who meet the criteria, via third-party accreditation, will receive the seal as well as other benefits, including access to diamond education and VIP events, like the Natural Diamond Club events hosted during Las Vegas jewelry week.
The in-store POS toolkit will include a complimentary copy of the Only Natural Diamonds magazine and “The History of Diamond Engagement Rings: A True Romance” by author Marion Fasel.
They will also receive editorial coverage on the NDC’s website and will be eligible for inclusion in social media campaigns to promote the accreditation and recruit new customers.
The NDC partnered with Ben Bridge Jeweler and Lux Bond & Green to pilot test the Premier Retailer Accreditation and measure its impact with geotargeted social media campaigns.
“We experienced strong digital results from the Premier Retailer campaign and are particularly encouraged by the clarity of messaging,” said Lisa Bridge, former president and CEO of Ben Bridge Jeweler.
“As consumers navigate where to shop, this designation helps provide clarity as to what experience customers can expect from us.”
To learn more about the program or to apply, visit the NDC’s website.
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