Jawhara leads the way, collaborates with Natural Diamond Council to champion transparency

Jawhara’s Collaboration with NDC

In collaboration with the NDC, the world’s authoritative resource on natural diamonds, Jawhara has celebrated special moments of their consumer’s lives via brand campaigns both in-store and outside. They have disseminated facts, dispelled myths, and provided accurate information to consumers, showcasing design quality and exquisite craftsmanship for key occasions. The two brands have leveraged their combined strengths to achieve a common goal: creating transparency, building desire, and ensuring consumers are aware of the inherent qualities of natural diamonds.

NDC’s Expertise in Training

The NDC team is well-equipped to pass on the right tools and knowledge about this miracle of nature, helping strengthen Jawhara’s relationship with their customers. This month’s initiative features a special session where NDC will train key sales staff from Jawhara on what truly sets a diamond apart, making it real, rare, and responsible.

CEO’s Perspective on the Initiative

Speaking on this initiative, Mr Tawhid Abdullah, CEO of Jawhara Jewellery, said: “At Jawhara Jewellery, we understand the idea that goes beyond simply offering exceptional service. It is the foundation upon which we build meaningful connections with our customers. By deeply understanding the diverse preferences, cultural differences, and evolving trends in the jewellery industry, we empower our team to deliver a truly personalized and memorable experience, ensuring every client finds a piece that resonates with their unique style and story.”

NDC’s Role in Consumer Education

NDC is a not-for-profit industry body that works to build consumer desire for natural diamonds, while ensuring easy access to the right knowledge and educational tools for both consumers and the trade. Recently, NDC launched a free e-learning platform available to everyone in the natural diamond industry. The organization has already conducted multiple sessions with key retailers across various regions of India and at larger industry forums to help retailers build consumer confidence in rare, real natural diamonds.

Jawhara’s Commitment to Natural Diamonds

All Jawhara diamond jewellery is 100% natural, and the brand continues to support NDC in all their initiatives. Both organizations have worked closely to promote transparency and enhance consumer confidence in this luxury product. This curated session is the first of its kind in the UAE, and Jawhara is leading the way to ensure their staff embodies the ethics, integrity, and values of the modern diamond industry that resonate with today’s consumers.

About the Natural Diamond Council:

The Natural Diamond Council (NDC) is a global organization whose members’ operations span four continents and ten countries, including Canada, South Africa, and Botswana. Their operations support the livelihoods of 10 million industry employees and their families worldwide. NDC supports the integrity of the natural diamond industry by providing transparency and insight into this sector’s progress and its commitment to further development.
Operating in the US, China, India, and Europe, NDC inspires and informs consumers about the incredible world of natural diamonds through its Only Natural Diamonds platform. This platform is the authoritative publisher on all things natural diamonds, including celebrities and pop culture, epic diamonds and jewellery trends, engagements and weddings, and diamond buying guides.

About Jawhara Jewellery:

Jawhara Jewellery is a leading luxury jewellery brand renowned for its rich heritage and craftsmanship in the Middle East. With a commitment to quality and innovation, Jawhara offers a wide range of exquisite designs, from traditional to contemporary styles, to suit every occasion. The brand prides itself on delivering exceptional customer service and ensuring that each piece tells a story of elegance and beauty.
With 300 branches across 10 countries, Jawhara continues to expand its global presence, bringing its signature blend of luxury and heritage to discerning customers worldwide.