2-6-2020
Diamond Producers Association (DPA) has revealed its new name the Natural Diamond Council (NDC) and launched a new campaign Only Natural Diamonds, which contains promotional, editorial, entertainment and information content.
Its new digital platforms will speak to the younger audience in a different way. The Only Natural Diamonds website is divided into five categories: Epic Diamonds, Inside The World of Diamonds, Style & Innovation, Hollywood & Pop Culture and Love & Diamonds. NDC CEO David Kellie hopes the regularly updated site will be to diamond fans what Hodinkee is to watch aficionados. Articles on the site will be by veteran jewellery journalists Jill Newman, Marion Fasel and Carol Woolton.
Retailers can request to be added to the list of ‘Find A Retailer’ search function if they are categorised as a fine jewellery retailer who embraces business ethics and follows the US Federal Trade Commission’s guidelines on jewellery advertising. “Our industry is dominated by independent retailers that over a long period of time have built up a closeness with their communities so it really is just reminding consumers about buying local and all that local businesses do,” Kellie said.