The Natural Diamond Council (NDC) has announced a renewed global strategy centred on rebuilding consumer demand for natural diamonds through stronger storytelling, cultural relevance and industry-wide collaboration. The roadmap was presented by Amber Pepper, during an interactive session organised by the Gem & Jewellery Export Promotion Council at the Bharat Diamond Bourse in Mumbai.
The strategy marks a significant shift towards consumer-first marketing, with the NDC committing to direct the majority of its future investments into initiatives that engage buyers rather than traditional trade-focused programmes. The Council aims to position natural diamonds as symbols of authenticity and aspiration by embedding them into fashion, entertainment, sports and popular culture through creator-led campaigns and locally relevant storytelling.
India has been identified as one of the NDC's priority markets, with particular attention on digitally connected Gen Z consumers. The organisation believes future growth will depend on meaningful consumer engagement that reflects changing purchasing behaviours and cultural trends rather than conventional product-led messaging.
Among the new initiatives is the introduction of a Diamond Desire Index, a research framework designed to measure consumer sentiment, purchase intent and brand consideration across major markets, including India, the United States and China. The first benchmark findings are expected in September 2026 and will help assess the effectiveness of future campaigns.
Recognising the growing role of artificial intelligence in shaping consumer decisions, the NDC has also partnered with AI company Artefact to improve the representation of natural diamonds across AI-powered search platforms and large language models. The collaboration aims to enhance the visibility of accurate, trusted information while helping industry participants optimise their digital content for AI-driven discovery.
Another key proposal is the development of a Natural Diamond Mark, a global trust identifier intended to help consumers easily distinguish natural diamonds from other products while strengthening transparency and reducing misleading claims across the market.
The strategy also calls for simplified digital education, expanded industry research and stronger retailer partnerships, particularly in India. During the session, members of the GJEPC shared feedback on consumer communication, AI, retail engagement and collaborative marketing, reinforcing the industry's collective commitment to revitalising demand for natural diamonds in an increasingly competitive marketplace.
