DPA rebrands as the Natural Diamond Council

The Diamond Producers Association (DPA) has unveiled its rebranding to ‘Natural Diamond Council’ (NDC) with a new consumer facing identity and digital platform called ‘Only Natural Diamonds.’

As an industry authority, the NDC said it will continue to “invest in advertising globally but will also become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry”. 

As part of the launch, the NDC will also reposition its consumer identity (formerly known as ‘Real is Rare, Real is a Diamond’) under the brand name, ‘Only Natural Diamonds’ (OND). 

Natural Diamond Council CEO, David Kellie said: “The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before. 

“Consumers will have a greater respect for all things natural and seek brands that have an honest mission to be truly sustainable. They’ll be purchasing luxury goods with a greater meaning, particularly those celebrating connections between friends and loved ones.”

He added: “We need to speak to the younger audience in a different way and we’re delighted to have brought in a number of partners that will contribute to the new world of natural diamonds we’re creating.” 

NDC managing director, Kristina Buckley Kayel said: “Our new digital platforms will inspire and inform consumers globally about the values and heritage of natural diamonds, as well as promoting the significant innovation happening throughout the world of diamond jewelry.

“The younger audience is clearly engaged and inspired when we present ourselves with authority in the digital world. It’s our aim to be number one across all digital platforms in our industry and our ambitious plans reflect these goals.”

The NDC also launches with a new website dedicated to the industry and features a resource portal for Diamond Professionals, from retailers to designers. 

This new hub will provide easy access to an array of industry resources, customizable marketing materials, e-learning programs, and the latest industry news. 

The launch of the NDC reflects the collective commitment of its members, ALROSA, De Beers, Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds, and Rio Tinto, to the growth of the industry going beyond the current economic crisis.