RAPAPORT… The Natural Diamond Council (NDC) has launched a partnership program for jewelry retailers, enabling them to use the category-marketing organization’s advertising materials on a local level.
“As we continue working under a new context where the need for digital content continues to rise, it has become apparent there is an opportunity to collaborate and share resources with diamond-jewelry retailers across the US,” said David Kellie, the NDC’s CEO, in a statement Monday.
The Official Partner Program allows retailers to benefit from the global advertising campaign — “For Moments Like No Other” — that the group released in September, the NDC explained. It also gives them access to digital assets and educational resources that they can push on their own channels. This content is currently attracting more than 300,000 global visitors per day to the NDC’s consumer website, naturaldiamonds.com.
Among the first retailers to participate are London Jewelers, Lux, Bond & Green, Days Jewelers, and Walters & Hogsett Jewelers, the NDC said. It will debut the first installment of cooperative advertising material in the spring.
The NDC — formerly the Diamond Producers Association (DPA) — relaunched under its new name in June, adopting a new focus of providing content about diamonds to a consumer audience. Its most eye-catching move so far was the launch of “For Moments Like No Other,” a digital, television and print campaign starring Bond actress Ana de Armas.
Image: “M” ring by Mateo from the Natural Diamond Council’s 2020 holiday trends. (Adam Savitch)
Natural Diamond Council Debuts Retailer Program
The Bottom Line
- The NDC launched the Official Partner Program to allow U.S. jewelry retailers to use its global advertising campaign and digital content locally.
- Retailers gain access to the 'For Moments Like No Other' campaign assets and educational resources to promote natural diamonds through their own channels.
- Early participants include London Jewelers, Lux, Bond & Green, Days Jewelers, and Walters & Hogsett, with cooperative advertising materials set for spring release.
More Stories
Qatar Diamond Exchange to Collaborate with Italian Bourse
Parties signed MoU to extend connection among their members, broaden cooperation and advance commercial relationships.
China Signs Deal to Reinvigorate Interest in Natural Diamonds
Shanghai Diamond Exchange hosts signing of Beijing Declaration, with government representatives from Botswana, Namibia and South Africa.
AI, Gen Z Are Hot Topics at AGS Conclave
This year’s edition is last to take place in September, as event returns to spring in 2027.
