Unveiling NDC’s New Campaign: Real, Rare, Responsible

The latest campaign, featuring actress Lily James as the brand ambassador, has taken her on captivating journeys to Canada and Botswana. As the Natural Diamond Council (NDC) gears up for its official launch, CEO David Kellie, in a conversation with industry analyst Avi Krawitz on the Diamond Gems podcast, highlighted the campaign’s emphasis on the diamond industry’s fundamental values.

According to Kellie, these values—real, rare, and responsible—are universally resonant, transcending geographical boundaries. He emphasized the adaptability of retailers to cater to the preferences of local consumers, given the diverse expressions of diamonds in jewelry across different regions.

Moreover, Kellie underscored the industry’s commitment to responsible practices, citing its significant contributions to the long-term well-being of communities and the environment in diamond-producing regions over the past two decades.

In a recent development, the NDC welcomed the Okavango Diamond Company (ODC) as its newest member, marking a significant milestone as the first non-mining entity to join the organization.

Established in 2000 with the mission to educate consumers and uphold the integrity of the diamond industry, the NDC, formerly known as the Diamond Producers Association, continues to lead initiatives that promote transparency and sustainability within the sector.

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