Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
SourcingJun 03, 2020
The Diamond Producers Association Has a New Name
It’s now called the Natural Diamond Council and is slated to launch a new advertising campaign this fall.
An image from “Only Natural Diamonds” the consumer-facing arm of the Natural Diamond Council, the new name for the Diamond Producers Association
New York—The Diamond Producers Association is now the Natural Diamond Council and is slated to launch a new advertising campaign promoting mined diamonds this fall.
The world’s largest diamond miners, including De Beers, Alrosa and Rio Tinto, started the Diamond Producers Association in 2015 to, above all, promote their product in the face of increasing competition from lab-grown diamonds.
The Diamond Producers Association, or DPA, was the organization behind the “Real Is Rare, Real Is a Diamond” advertising campaign that met with mixed-to-negative reviews and is now being scrapped in favor of a new consumer-facing identity—“Only Natural Diamonds.”
The former DPA also has new leadership.
David Kellie took over as CEO on Jan. 1, replacing industry veteran Jean-Marc Lieberherr, who had led the DPA since 2016.
Kellie spent the last two years working for Watches of Switzerland, supporting the British retailer’s launch into the U.S. market.
Prior to that, he spent 10 years doing marketing for Ralph Lauren in Geneva before moving to New York in 2013.
The DPA rebranding began soon after Kellie was hired.
“In being appointed, it was my recommendation to the board that we should relook at things,” he told National Jeweler in an interview last week.
“I felt that the way we should be speaking to the audience and the platform through which we speak needed a fairly significant deep dive.”
Though he declined to give his opinion on “Real Is Rare” directly, Kellie did say while talking about provenance and uniqueness is important, a consumer-facing campaign really needs to start with creating emotional desire, like the old De Beers ads did.
This is key, especially in today’s “very competitive” luxury market in which diamonds are up against technology, accessories, fashion, and travel and experiences.
“We want her to dream about diamonds again,” he said, while presenting the product in “a slightly less stiff way, a slightly less formal way” that’s appealing to younger consumers, particularly millennials.
To that end, the Natural Diamond Council is slated to launch a new diamond advertising campaign in September that will run through the fall and holiday season.
Kellie said the campaign has not yet been shot because of travel restrictions associated with the coronavirus. The organization hopes to begin shooting in July, “when travel bans start lifting and everyone feels more comfortable coming together.”
The campaign will include assets for digital, video stills, TV, print and
outdoor, and will be available for retailers to use.
On Monday, the council launched NaturalDiamonds.com, a consumer-facing editorial site that aims to do for natural diamonds what Hodinkee does for watches or Wine Spectator does for wines.
The Adventurine’s Marion Fasel, longtime luxury writer Jill Newman and Benjamin Guttery of Third Coast Gems are among the writers who will contribute to the site.
“We think there’s a huge, open space to be an authoritative publisher [in the jewelry industry],” Kellie said.
Also launching Monday was NaturalDiamondCouncil.com, the trade-facing website where retailers can go for education content and marketing materials.
The Natural Diamond Council will also continue the Assure Diamond Verification program, which measures the accuracy of instruments designed to detect lab-grown diamonds, though overall, it seems the organization—which once seemed intent on waging war with diamond growers—is softening its stance on man-made stones.
Kellie said he has no interest in attacking lab-grown diamonds and called the organization’s former focus on them “a distraction.”
“Lab-grown diamonds will have a position in the world. I have no idea what that will be,” he said. “It’s been a distraction, to be honest.”
He said the council needs to focus on creating consumer desire for natural diamonds, which he called “Nos. 1, 2 and 3 on our list” of priorities.
“It has to be what we focus on.”
On Monday, the council launched NaturalDiamonds.com, a consumer-facing editorial site that aims to do for natural diamonds what Hodinkee does for watches or Wine Spectator does for wines.
The Adventurine’s Marion Fasel, longtime luxury writer Jill Newman and Benjamin Guttery of Third Coast Gems are among the writers who will contribute to the site.
“We think there’s a huge, open space to be an authoritative publisher [in the jewelry industry],” Kellie said.
Also launching Monday was NaturalDiamondCouncil.com, the trade-facing website where retailers can go for education content and marketing materials.
The Natural Diamond Council will also continue the Assure Diamond Verification program, which measures the accuracy of instruments designed to detect lab-grown diamonds, though overall, it seems the organization—which once seemed intent on waging war with diamond growers—is softening its stance on man-made stones.
Kellie said he has no interest in attacking lab-grown diamonds and called the organization’s former focus on them “a distraction.”
“Lab-grown diamonds will have a position in the world. I have no idea what that will be,” he said. “It’s been a distraction, to be honest.”
He said the council needs to focus on creating consumer desire for natural diamonds, which he called “Nos. 1, 2 and 3 on our list” of priorities.
“It has to be what we focus on.”
More on Sourcing
The Latest
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
