The Natural Diamond Council (NDC) has detailed the circumstances behind a new partnership with Antwerp’s Diamantkring, the first bourse to partner with the organisation.
The NDC is based in the US with the stated aim of improving consumer confidence in the diamond industry via educational programs.
Diamantkring is one of four diamond exchanges in Antwerp and president Michael Schonfeld said he hoped other bourses would follow its lead and support the NDC.
“As a respected industry body, we acknowledge the great work of the Natural Diamond Council,” Schonfeld said.
“Under the leadership of David Kellie, the NDC produces sharp, factual, usable, and creatively exquisite work to promote natural diamonds.”
Council CEO Kellie praised the Diamantkring for showcasing leadership in uncertain economic times.
“By becoming a partner, their Board of Directors has demonstrated leadership and vision in recognising the importance of inspiring consumer demand for natural diamonds as being critical to the success of their members.”
Mythbusters
The NDC recently published a 54-page report titled ‘Diamond Facts’ addressing misinformation and common misconceptions about ‘natural’ mined diamonds and lab-created diamonds.
Kellie said the report was compiled with third-party organisations and industry experts.
“In an age where consumers are more inquisitive and enlightened than ever, they wish to know about the values and responsible business practices from the companies and indeed the wider industry from which they are purchasing,” he explained.
The report contains detailed questions and answers and the NDC confirmed it plans to release a series of related videos on social media targeting consumers.
More reading
New program to help retailers increase diamond jewellery sales
Swiss watchmaker causes lab-created diamond stir
Natural Diamond Council facing financial crisis
Natural Diamond Council launches new UK campaign
New diamond marketing campaign “thanks” consumers
Hollywood star returns for natural diamond campaign
