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Organization That Promotes Natural Diamond Rebrands for Third Time
The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
The Natural Diamond Council announced this week that it has a new name, The Diamond Collective, and a new logo.
New York—The Natural Diamond Council announced Tuesday that it has a new name, the Diamond Collective, and is shifting focus to be consumer-first, evidence-led, and more collaborative.
The new name and strategy, developed under the leadership of Amber Pepper, who took over as CEO in February, follows six months of consultation with producers, retailers, brands, creatives, and consumers.
It is built around three priorities: unite, protect, and inspire.
Unite involves making The Diamond Collective exactly what the name suggests: more of a collective effort and less of a producer-funded marketing body.
The Diamond Collective wants to bring producers, retailers, brands, designers, and “new voices” together to grow demand for natural diamonds.
Protect is the consumer confidence element of the strategy, with a focus on challenging misinformation about diamonds, and clearly differentiating natural diamonds from lab grown.
Inspire is the demand piece, aiming to create desire for diamonds through “culture, creativity, and globally connecting storytelling,” The Diamond Collective said.
“Since taking on this role, I have listened to people across our industry and beyond. Their insight, experience, and belief in natural diamonds have shaped this strategy. What I have heard gives me enormous confidence in the opportunity ahead and a clear sense that we will only realize it by acting together,” Pepper said.
“The Diamond Collective will build on that shared ambition: to bring the extraordinary story of natural diamonds into culture, strengthen trust in what makes them unique, and inspire a new generation to choose them. This is how we will transform enduring emotional desire into lasting demand.”
The rebranded organization’s plans include:
-- Creation of Global Steering Committees to pull in more voices from both inside and outside the industry;
-- Deeper partnerships with producer nations to ensure they have input in how diamonds are marketed;
-- Launch of a global Trustmark for diamonds; and
-- Creation of a Diamond Desire Index in partnership with Basis Global to measure consumer sentiment and category growth starting with a baseline measurement in the United States, India, and China in Q4 2026.
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The new name and strategy, developed under the leadership of Amber Pepper, who took over as CEO in February, follows six months of consultation with producers, retailers, brands, creatives, and consumers.
It is built around three priorities: unite, protect, and inspire.
Unite involves making The Diamond Collective exactly what the name suggests: more of a collective effort and less of a producer-funded marketing body.
The Diamond Collective wants to bring producers, retailers, brands, designers, and “new voices” together to grow demand for natural diamonds.
Protect is the consumer confidence element of the strategy, with a focus on challenging misinformation about diamonds, and clearly differentiating natural diamonds from lab grown.
Inspire is the demand piece, aiming to create desire for diamonds through “culture, creativity, and globally connecting storytelling,” The Diamond Collective said.
“Since taking on this role, I have listened to people across our industry and beyond. Their insight, experience, and belief in natural diamonds have shaped this strategy. What I have heard gives me enormous confidence in the opportunity ahead and a clear sense that we will only realize it by acting together,” Pepper said.
“The Diamond Collective will build on that shared ambition: to bring the extraordinary story of natural diamonds into culture, strengthen trust in what makes them unique, and inspire a new generation to choose them. This is how we will transform enduring emotional desire into lasting demand.”
The rebranded organization’s plans include:
-- Creation of Global Steering Committees to pull in more voices from both inside and outside the industry;
-- Deeper partnerships with producer nations to ensure they have input in how diamonds are marketed;
-- Launch of a global Trustmark for diamonds; and
-- Creation of a Diamond Desire Index in partnership with Basis Global to measure consumer sentiment and category growth starting with a baseline measurement in the United States, India, and China in Q4 2026.
Formed in 2015, the original name for the group diamond mining companies created to collectively promote natural diamonds was the Diamond Producers Association (DPA).
In 2020, DPA rebranded as the Natural Diamond Council (NDC).
DPA was the organization behind the “Real Is Rare, Real Is a Diamond” advertising campaign, while NDC introduced a new consumer-facing identity, Only Natural Diamonds.
NDC produced a print magazine called Only Natural Diamonds; the first issue came out in June 2023.
The print magazine closed last year, though a digital version of the magazine was published this spring with “Outlander” star Caitríona Balfe on the cover.
A spokesperson for The Diamond Collective said Wednesday that the digital version of the magazine won’t be produced going forward and has been replaced by the new website.
While The Diamond Collective will be the organization’s public-facing name in most markets, the Natural Diamond Council will remain its legal entity.
The organization said more details on its plans, as well as additional senior appointments, will be announced in the coming months.
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