The Natural Diamond Council has announced a new identity, becoming The Diamond Collective, as part of a global strategy aimed at increasing interest in natural diamonds and strengthening consumer confidence.
The organisation announced the change in London on September 22, 2026. The new strategy has been developed under CEO Amber Pepper following six months of consultations with diamond producers, retailers, brands, designers, creatives and consumers.
The Diamond Collective said its approach will focus on how people discover, understand and purchase luxury products in a changing market. Its broader aim is to reconnect consumers with the rarity, meaning and emotional value associated with natural diamonds.
Three priorities for the industry
The new strategy is built around three key priorities: Inspire, Protect and Unite.
Inspire will focus on creating interest in natural diamonds through culture, creativity and global storytelling. The organisation plans to connect these campaigns more closely with the consumer journey from discovery to consideration and purchase.
Protect will focus on consumer confidence. The Diamond Collective plans to provide clearer information, promote transparency, respond to misinformation and explain the differences between natural and synthetic diamonds.
Unite aims to bring together producers, retailers, brands, designers and other voices across the diamond industry around common priorities.
The organisation said the strategy represents a shift from individual campaigns towards a more connected global programme focused on long-term demand and measurable results.
New programmes planned
The Diamond Collective plans to introduce several programmes as part of the strategy. These include culturally relevant campaigns, a universal Trustmark, stronger stories around diamond origin and provenance, and renewed partnerships with retailers and brands.
The organisation also plans to invest in artificial intelligence and digital discovery. It said further initiatives will focus on evidence-based responses to misinformation, greater visibility for producer nations and new platforms for industry collaboration.
A new Diamond Desire Index will also be introduced to measure consumer attitudes towards natural diamonds. The initial index will establish a baseline across the United States, India and China.
It will track factors such as consumer consideration, purchase intention, sentiment and willingness to recommend natural diamonds. The organisation plans to use the index for annual reporting on changes in consumer behaviour and demand.
More participation from the industry
The new strategy will also allow more organisations across the diamond value chain to participate in the initiative. Producers, retailers, brands and other industry participants will be able to contribute expertise and support to shared priorities.
Although The Diamond Collective will become the organisation’s public-facing name in most markets, the Natural Diamond Council will continue as its legal entity.
CEO Amber Pepper said the new strategy was shaped by discussions with people across the industry and beyond. She said the organisation wants to bring the story of natural diamonds into culture, build consumer trust and encourage a new generation to consider natural diamonds.
The Diamond Collective said more details about its programmes and additional senior appointments will be announced in the coming months.
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