The Natural Diamond Council has relaunched as The Diamond Collective, introducing a new global strategy focused on reconnecting natural diamonds with culture, strengthening consumer confidence and driving long-term demand. Led by CEO Amber Pepper, the strategy centres on three priorities—INSPIRE, PROTECT and UNITE—and includes new global campaigns, a universal Trustmark, stronger origin and provenance narratives, industry partnerships, AI and digital discovery initiatives, and the new Diamond Desire Index to track consumer sentiment and demand across the US, India and China.
Quick Summary
- The Natural Diamond Council becomes The Diamond Collective.
- The organisation has introduced a new global strategy focused on natural diamonds.
- The strategy is built around three priorities: INSPIRE, PROTECT and UNITE.
- The Diamond Collective plans to strengthen consumer confidence through clarity, transparency and facts.
- A new Diamond Desire Index will track consumer consideration, purchase intent, sentiment and recommendation.
- The new public-facing identity will operate under the legal entity Natural Diamond Council.
- The strategy includes investment in AI and digital discovery, campaigns, Trustmark, provenance narratives and industry partnerships.
The Natural Diamond Council Relaunches as The Diamond Collective
THE NATURAL DIAMOND COUNCIL RELAUNCHES AS THE DIAMOND COLLECTIVE WITH A NEW STRATEGY TO REIGNITE DESIRE FOR NATURAL DIAMONDS
The Diamond Collective will unite the industry behind a shared ambition: reconnecting people with the rarity, meaning and enduring emotional power of diamonds.
A New Global Strategy for Natural Diamonds
London, United Kingdom [22 September 2026] – Today, the Natural Diamond Council becomes The Diamond Collective unveiling a new global strategy to reconnect natural diamonds with culture, strengthen consumer confidence and drive long-term relevancy.
Strategy Shaped by Industry and Consumer Consultation
Shaped by new CEO Amber Pepper following six months of consultation with producers, retailers, brands, creatives and consumers, the strategy responds to a fundamental shift in how people discover, value and buy luxury. It sets a clear ambition for The Diamond Collective: to reignite desire for natural diamonds and convert that desire into sustained demand.
Three Priorities: Inspire, Protect and Unite
The strategy connects culture, retail, trust, advocacy, digital discovery, partnerships and industry alignment through three priorities:
- INSPIRE – create desire through culture, creativity and globally connected storytelling, with a clear path to consideration and purchase.
- PROTECT – strengthen consumer confidence through clarity, transparency and facts; challenge misinformation; and clearly differentiate diamonds from synthetic diamonds.
- UNITE – bring producers, retailers, brands, designers and new voices together around shared priorities for growth.
A Shift Towards Shared Industry Action
Together, these priorities signal a decisive shift: from defending the category to renewing desire; from isolated campaigns to a connected global growth programme; and from industry representation to shared action, investment and measurable commercial impact.
New Global Programmes and Digital Investment
The strategy will come to life through a new generation of global programmes, including 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 will strengthen evidence-led responses to misinformation, elevate producer nations and create new forums for collective industry leadership.
More Details to Be Announced
More details, alongside additional senior appointments, will be announced in the coming months.
Introducing the Diamond Desire Index
A new Diamond Desire Index will measure whether the strategy is changing how consumers feel and act. Launching with a baseline across the US, India and China, it will track consideration, purchase intent, sentiment and recommendation, creating a consistent global view of desire for natural diamonds and supporting annual reporting on changes in behaviour and demand.
Broader Participation Across the Value Chain
The strategy will also introduce a broader participation model, enabling organisations across the value chain to contribute expertise, perspective and support to shared priorities. This will give more of the industry a meaningful role in shaping and delivering the category’s long-term growth.
The Diamond Collective Becomes the Public-Facing Name
The new identity of The Diamond Collective will be the organisation’s public-facing name in most markets, while the Natural Diamond Council will remain its legal entity.
More Than a Rebrand
The change is more than a rebrand: it represents a more ambitious way of working; consumer-first, evidence-led and collective by design.
Amber Pepper on the New Strategy
“Natural diamonds are among the Earth’s rarest treasures, formed deep beneath its surface over billions of years. Each is entirely unique, yet their greatest value lies in the meaning we give them: the people, promises and moments we never want to forget.
“Since taking on this role, I have listened to people across our industry and beyond. Their insight, experience and belief in natural diamonds have shaped this strategy. 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.
“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. This is how we will transform enduring emotional desire into lasting demand.”
About The Diamond Collective
The Diamond Collective is a global, industry-funded not-for-profit dedicated to the future of natural diamonds. It brings together the people, stories and expertise behind natural diamonds to inspire desire, protect consumer confidence and unite the industry around a shared ambition: more people choosing natural diamonds, more often.
FAQs
What is The Diamond Collective?
The Diamond Collective is the new public-facing name of the organisation formerly known as the Natural Diamond Council in most markets.
What is the new strategy of The Diamond Collective?
The new global strategy aims to reconnect natural diamonds with culture, strengthen consumer confidence and drive long-term relevancy.
What are the three priorities of The Diamond Collective?
The three priorities are INSPIRE, PROTECT and UNITE.
What is the Diamond Desire Index?
The Diamond Desire Index will measure how consumers feel and act by tracking consideration, purchase intent, sentiment and recommendation.
Which countries will be included in the initial Diamond Desire Index baseline?
The initial baseline will cover the US, India and China.
Will the Natural Diamond Council continue to exist?
The Natural Diamond Council will remain the organisation’s legal entity, while The Diamond Collective will be its public-facing name in most markets.
Who is the CEO of The Diamond Collective?
Amber Pepper is the CEO of The Diamond Collective.
What programmes will The Diamond Collective introduce?
The strategy includes culturally relevant campaigns, a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, and investment in AI and digital discovery.
Source: SVAR Media Network
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