CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
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
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
