NDC Launches Consumer-First Global Strategy to Boost Natural Diamond Demand
The Natural Diamond Council has unveiled a new global consumer-focused strategy to strengthen demand for natural diamonds through category marketing, industry collaboration and consumer engagement, amid changing market dynamics.
GJEPC Becomes First Industry Body to Join NDC Under Luanda Accord Framework
The Gem & Jewellery Export Promotion Council has joined the Natural Diamond Council as a member, becoming the first industry body under the Luanda Accord framework to formalize participation.
Namibia Joins Luanda Accord; GJEPC and DMCC Move Toward NDC Membership
Namibia signed the Luanda Accord in Cape Town on February 9, 2026, while GJEPC and DMCC agreed pathways toward Natural Diamond Council membership to support global natural diamond marketing efforts.
De Beers is investing more in natural diamond marketing than it has in over a decade: David Johnson, De Beers Group
In order to meet the challenges of the diamond industry head on, De Beers has devised a multi-pronged strategy – the major steps include upping investment in marketing, participating in the Luanda Accord, developing a range of category campaigns, collaborating with key retail partners to grow demand, and investing in branded marketing programmes for its own retail businesses, says David Johnson, VP, Global External Communications, De Beers Group, in a conversation with Suneeta Kaul.
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