NDC Introduces Premier Retailer Seal to Champion Excellence in Natural Diamond Retail

The Natural Diamond Council (NDC) has announced the launch of its Premier Retailer Accreditation, a new initiative that highlights natural diamond retailers who embody the highest standards of quality, service, and integrity.

This complimentary accreditation is represented by the Premier Retailer Seal, a trusted symbol awarded exclusively to jewellers meeting five strict criteria:

• Presenting a curated selection of natural diamonds graded by the world’s most respected laboratories

• Ensuring comprehensive diamond education across their teams to guide customers with confidence

• Delivering an elevated in-store experience that communicates the enduring value of natural diamonds

• Using in-house diamond screening equipment to provide reassurance on authenticity

• Demonstrating transparent sourcing and ethical business practices

Retailers accredited under this programme gain a suite of benefits, including third-party endorsement through the Premier Retailer Seal, eligibility for cooperative geo-targeted social media campaigns,, access to diamond education resources, invitations to exclusive VIP events such as the Natural Diamond Club, and a tailored in-store POS toolkit.

The accreditation was piloted with Ben Bridge Jeweller and Lux Bond & Green, who reported encouraging results. “We saw strong digital engagement from the Premier Retailer campaign and welcomed the clarity it gave our messaging,” noted Lisa Bridge, Former President & CEO of Ben Bridge Jeweller.

Reflecting on the initiative, Kristina Buckley Kayel, Managing Director at NDC, commented: “In just five years the NDC has become a trusted authority with consumers. Our retail partners who have invested in natural diamond marketing and education consistently outperform market cycles. Now is the time to expand this success by providing consumers with a visible seal that signifies best practice, instils confidence, and strengthens desirability.”