Amber Pepper Signals Luxury-Focused Direction for Natural Diamonds at COUTURE

LAS VEGAS — Natural Diamond Council CEO Amber Pepper delivered an optimistic message about the future of natural diamonds during a private reception Wednesday at the Wynn Las Vegas, coinciding with the opening night of the COUTURE Jewelry Show.

Pepper argued that the rise of lab-grown diamonds will ultimately strengthen consumer desire for rarity, authenticity and provenance. “The more synthetic there is,” Pepper said, “the more people crave the real.
“The rise of synthetic abundance has made rare important again. And provenance matters so deeply. It is no longer a footnote.”

Pepper’s remarks came as the Natural Diamond Council announced that the Gem & Jewellery Export Promotion Council (GJEPC) would become the first industry body to move toward NDC membership under the Luanda Accord framework, reflecting GJEPC’s commitment to collective industry action supporting the natural diamond sector.

Despite continued competition from lab-grown diamonds, Pepper said there is “every reason in the world” for optimism about jewelry. Fine jewelry, she noted, is outperforming many luxury categories in visibility and cultural influence, citing the prominence of high jewelry at this year’s Met Gala.

Her comments suggested the Natural Diamond Council is continuing to position natural diamonds as rare luxury acquisitions defined by emotional meaning and individuality.

Another major theme was the growing importance of self-purchasing, particularly among younger consumers. “Self-purchase is not just consumption; it’s autobiography,” Pepper said. “We need to understand where modern desire is moving.”

Younger consumers no longer absorb diamond aspirations in the same way previous generations did, she said. “Gen Z does not inherit desire from institutions,” Pepper noted. Inspiration now comes from YouTube, social media, celebrity culture and increasingly AI-driven platforms.

At the same time, younger buyers are seeking individuality, customization and authenticity in luxury purchases and don’t follow trends blindly.

The messaging aligns with Pepper’s broader positioning of the Natural Diamond Council since taking leadership of the organization in February. Drawing on experience at luxury fashion retailers including Mytheresa, Harrods and Farfetch, Pepper has emphasized storytelling, exclusivity and cultural resonance as central to the future of natural diamond marketing.

The GJEPC announcement further reinforced the industry’s push toward coordinated long-term marketing and consumer education. India cuts and polishes an estimated 90 percent of the world’s diamonds by volume, making the country central to the global natural diamond pipeline.