The Natural Diamond Council (NDC) and Chow Tai Fook Jewellery Group (CTF) announced an exclusive strategic partnership to advocate the “Natural Diamonds Dream”. The partnership aims to introduce Chinese consumers, especially the younger generation, to the value of diamonds and enhance their confidence and desire for the precious gem.
Lately there has been another avalanche of press releases and media attention drawn to Laboratory Grown Diamond (LGD) producers and retailers who decide to jump on board of the LGD train. Before everybody starts to scream bloody murder, the whole LGD debate, this opinion piece included, is not about one versus the other. The point is precisely the opposite.
Last week Pandora announced it would no longer sell mined diamonds, and instead launched a collection using lab-grown diamonds (LGDs), as a part of their sustainability strategy. The announcement caused leading diamond and jewelry organizations to lash out as they believe the retailer misrepresented natural diamonds and caused harm to the industry.
The Natural Diamond Council (NDC) launched their Official Partner Program for jewelry retailers across the United States who seek to enhance diamond desirability with consumers. The program is part of Natural Diamond Councils' third phase, where they intend to create deeper connections with retailers globally.
In the last quarter of 2020, the Natural Diamond Council surveyed 5,000 respondents to better understand the desirability, perceived value, and shopping habits of American Millennials (25 – 39 y/o) and Generation Z (18 – 24 y/o). Together they represent 38% of the adult population and 60% of the demand for natural diamond jewelry. Within the next decade, their income is projected to rise by more than 70%.
In its first ever celebrity campaign, the Natural Diamond Council is featuring Ana de Armas, rising Hollywood star who recently was nominated for a Golden Globe for her role in Knives Out and starring in the upcoming No Time To Die Bond film. The new campaign will be released on September 20, during the virtual Emmy awards.