The campaign was filmed in Canada’s Northwest Territories and features impressive visuals that showcase the beauty and rarity of diamonds. It features brand ambassador Lily James and emphasises the ‘Real, Rare, Responsible’ theme.
CEO David Kellie has also confirmed that the organisation plans to release new ‘Diamond Fact Reports’ over the coming year.
The series will build on the Diamond Facts: Addressing Myths and Misconceptions About the Diamond Industry report, which was released in 2023.
According to a report by Solitaire International, Kellie discussed upcoming plans for the organisation at a recent press event.
“We aim to correct misconceptions and answer questions about the industry, enhancing trust and enabling consumers to make informed decisions,” he said.
“Selling diamonds is not about selling a commodity; it’s about conveying emotion. The role of the sales advisor is crucial in making that emotional connection with the customer.”
The NDC was founded in 2000 to advance the integrity of the diamond industry by educating consumers.
WATCH VIDEO
More reading
Does anything truly last forever?
Natural Diamond Council releases new marketing campaign
Misleading advertising: Diamond industry’s war of words
Leadership change for diamond industry advocate
Interruption or Disruption: Leadership crisis in the diamond industry
The dream of an inspired and informed consumer for the diamond industry
Natural Diamond Council announces new partnerships