Natural Diamond Council Relaunches as the Diamond Collective

The Natural Diamond Council has relaunched as the Diamond Collective, unveiling a new global strategy that it says is designed to reconnect natural diamonds with culture, strengthen consumer confidence and drive long-term relevance.

The Diamond Collective will be the organization’s public-facing name in most markets, while the Natural Diamond Council will remain its legal entity. The organization describes the change as more than a rebrand, calling it a more ambitious way of working that is “consumer-first, evidence-led and collective by design.”

The strategy was shaped by new CEO Amber Pepper following six months of consultation with producers, retailers, brands, creatives and consumers. “Since taking on this role, I have listened to people across our industry and beyond,” Pepper said. “What I have heard gives me enormous confidence in the opportunity ahead and a clear sense that we will only realise it by acting together.”

According to the organization, the strategy responds to a fundamental shift in how people discover, value and buy luxury. Its stated goal is to reignite desire for natural diamonds and convert that desire into sustained demand, through three priorities:

• Unite: Bring producers, retailers, brands, designers and new voices together around shared priorities for growth.
• Protect: Strengthen consumer confidence through clarity, transparency and facts; challenge misinformation; and clearly differentiate diamonds from synthetic diamonds.
• Inspire: Create desire through culture, creativity and globally connected storytelling, with a clear path to consideration and purchase.

The organization says these priorities mark a shift from defending the category to renewing desire, from isolated campaigns to a connected global growth program, and from industry representation to shared action, investment and measurable commercial impact.

Planned programs include culturally relevant campaigns, a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, and investment in AI and digital discovery. Further initiatives are intended to strengthen evidence-led responses to misinformation, elevate producer nations and create new forums for collective industry leadership.

To gauge results, the organization is launching a Diamond Desire Index, with baseline measurements in the U.S., India and China. The index will track consideration, purchase intent, sentiment and recommendation. The organization says it will provide a consistent global view of desire for natural diamonds and support annual reporting on changes in consumer behavior and demand.

The strategy also introduces a broader participation model, enabling organizations across the value chain to contribute expertise, perspective and support to shared priorities. According to the organization, this will give more of the industry a meaningful role in shaping the category’s long-term growth.

“The Diamond Collective will build on that shared ambition: to bring the extraordinary story of natural diamonds into culture, strengthen trust in what makes them unique and inspire a new generation to choose them,” Pepper said. “This is how we will transform enduring emotional desire into lasting demand.”

More details, along with additional senior appointments, will be announced in the coming months. The full strategy is available here.