Aimed at promoting the "Real, Rare, Responsible" values of natural diamonds, the campaign features striking visuals that highlight the beauty and uniqueness of these gems.

Several leading jewellers, including Ben Bridge, David Gardner’s Jewelers, R.F. Moeller Jeweler, Sissy’s Log Cabin, Cornell’s Jewelers, Brown & Co Jewelers, Bijouterie Italienne, and Marquirette’s, are rolling out pre-holiday marketing efforts to support the NDC initiative.

Retailers nationwide have access to a full library of customizable campaign assets, including TV and film spots (15 and 30 seconds), out-of-home ads, print and digital content, social media posts, radio scripts, and point-of-sale materials. These assets can be tailored with the retailer’s branding and prominently feature natural diamond engagement rings.

In addition, retailers participating in the campaign can access the NDC's "Beyond the 4Cs" education platform, offering insights into ethical sourcing and the responsible practices surrounding natural diamonds.