The Natural Diamond Council announced Tuesday that it has adopted a new name, the Diamond Collective. The organization is shifting its focus to be consumer-first, evidence-led, and more collaborative. The rebranding follows six months of consultation with producers, retailers, brands, creatives, and consumers, and was led by CEO Amber Pepper, who took the role in February. The organization outlined three core priorities: unite, protect, and inspire.
Unite: A More Inclusive Approach
The Diamond Collective aims to transform from a producer-funded marketing body into a broader collective. It plans to create Global Steering Committees to incorporate more voices from within and outside the industry. The organization also intends to deepen partnerships with producer nations to ensure their input in diamond marketing strategies. This approach seeks to unite various stakeholders, including producers, retailers, brands, designers, and new voices, to grow demand for natural diamonds.
Protect: Countering Misinformation
The “protect” aspect of the strategy focuses on consumer confidence. It will challenge misinformation about diamonds and clearly differentiate natural diamonds from lab-grown alternatives. This effort is designed to address growing skepticism and provide transparent information to consumers. “Since taking on this role, I have listened to people across our industry and beyond,” Pepper said. “Their insight, experience, and belief in natural diamonds have shaped this strategy.”
Inspire: Driving Demand Through Storytelling
The final priority, “inspire,” aims to create desire for diamonds through culture, creativity, and globally connected storytelling. The organization plans to launch a global Trustmark for diamonds. It will also establish a Diamond Desire Index in partnership with Basis Global. This index will track consumer sentiment and category growth, with initial measurements in the United States, India, and China scheduled for Q4 2026.
The Diamond Collective’s plans reflect a strategic pivot. Originally formed in 2015 as the Diamond Producers Association (DPA), it rebranded as the Natural Diamond Council in 2020. The DPA was behind the “Real Is Rare, Real Is a Diamond” campaign, while NDC introduced the “Only Natural Diamonds” consumer identity. The organization published a print magazine under this brand, with its first issue in June 2023. The print edition ceased last year, and a digital version featuring “Outlander” star Caitríona Balfe launched this spring. The Diamond Collective stated that the digital magazine will no longer be produced, replaced by a new website.
While it is the public-facing name in most markets, the legal entity remains the Natural Diamond Council. The organization will announce additional senior appointments and further details in the coming months.
