The Natural Diamond Council has relaunched as The Diamond Collective, introducing a new global strategy focused on natural diamonds, consumer confidence and industry collaboration.

The strategy was developed under new CEO Amber Pepper following six months of consultation with producers, retailers, brands, creatives and consumers. It is built around three priorities — Inspire, Protect and Unite.

Inspire will focus on culture, creativity and storytelling to build interest in natural diamonds and connect it to consideration and purchase. 

Protect will focus on consumer information, transparency and addressing misinformation, including clearer differentiation between natural and synthetic diamonds. 

Unite will bring producers, retailers, brands, designers and other industry stakeholders together around shared priorities.

The strategy will include global campaigns, a universal Trustmark, greater focus on origin and provenance, retailer and brand partnerships, and investment in AI and digital discovery.

The organisation will also introduce a Diamond Desire Index, launching with a baseline across the US, India and China. It will track consumer consideration, purchase intent, sentiment and recommendation, with the aim of measuring changes in attitudes and demand for natural diamonds over time.

The Diamond Collective will be the organisation’s public-facing name in most markets, while the Natural Diamond Council will remain its legal entity. 

The organisation expects to announce further initiatives and senior appointments in the coming months.

Amber Pepper, CEO, The Diamond Collective, said, “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.”