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NEW YORK—The world’s leading diamond producers today launched, Natural Diamond
Council (NDC) formerly known as, ‘Diamond Producers Association’
(DPA). The NDC will serve to promote the desirability of natural diamonds and support the
integrity of the diamond jewelry industry. As an industry authority, the NDC will continue to
invest in advertising globally but will also become the go-to digital publisher for innovative
content covering all that’s new and exciting in the industry. As part of the launch, the NDC will
also reposition its consumer identity (formerly known as ‘Real is Rare, Real is a Diamond’)
under the brand name, ‘Only Natural Diamonds’ (OND).

“The current economic climate creates unprecedented challenges for the luxury industry. But, as
the climate improves, natural diamonds will connect stronger than ever before. Consumers will
have a greater respect for all things natural and seek brands that have an honest mission to be
truly sustainable. They’ll be purchasing luxury goods with a greater meaning, particularly those
celebrating connections between friends and loved ones,” said Natural Diamond Council CEO,
David Kellie. “We need to speak to the younger audience in a different way and we’re delighted
to have brought in a number of partners that will contribute to the new world of natural diamonds
we’re creating.”

“Our new digital platforms will inspire and inform consumers globally about the values and
heritage of natural diamonds, as well as promoting the significant innovation happening
throughout the world of diamond jewelry,” adds NDC Managing Director, Kristina Buckley Kayel,
“the younger audience is clearly engaged and inspired when we present ourselves with
authority in the digital world. It’s our aim to be number one across all digital platforms in our
industry and our ambitious plans reflect these goals.”

Launching today (6/1), the new OND website is a digital platform and resource celebrating all
that is great in the world of natural diamonds. It includes feature articles from editorial jewelry
veterans such as, Jill Newman, Marion Fasel and Carol Woolton, as well as content from
innovators from the worlds of jewelry and publishing. The website offers insightful coverage
under six key pillars connecting the natural diamond world – ‘Epic Diamonds’, ‘Hollywood & Pop
Culture’, ‘Love & Diamonds,’ ‘Style & Innovation,’ ‘Diamonds 101’ and ‘Inside the Diamond

The OND website will also dedicate significant coverage as a trusted educational hub providing
all the facts needed when considering buying diamond jewelry. Areas of focus will include
access to the sustainability and ethical practices of the producers as well as buying guides, all
presented in a dynamic and engaging tone.
Alongside its debut, NDC launches its ‘Style Collective: Trend Report’, a compilation forecasting
the natural diamond jewelry trends from leading experts. Style Collective members
include Editor At Large, Jill Newman, who penned the report; Curator of Best Jewels, Katerina
Perez; Celebrity Stylist, Cristina Ehrlich; Jewelry Director at Moda Operandi, Will Kahn; and
British Vogue’s Jewelry and Watch Director, Rachel Garrahan. The biannual trend report will
serve as both a guide for retailers for the upcoming season and a reference for consumer titles
incorporating styling tips.

The NDC also launches with a new website dedicated to the industry and features a resource
portal for Diamond Professionals, from retailers to designers. This new hub will provide easy
access to an array of industry resources, customizable marketing materials, e-learning
programs, and the latest industry news.

The launch of the NDC reflects the collective commitment of its members, ALROSA, De Beers,
Dominion Diamonds, Lucara Diamond, Petra Diamonds, Murowa Diamonds, and Rio Tinto, to
the growth of the industry going beyond the current economic crisis.

“There is no task more important than inspiring consumers with what we call ‘the Diamond
Dream,’” said Stephen Lussier, Chairman of the NDC. “Our mission is to educate consumers on
the industry and positive social contribution diamonds make to the world today. Our members
are committed to these goals and the launch of the NDC marks an exciting step on this path.”

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