The Natural Diamond Council (NDC) has unveiled a new global strategy to rebuild consumer demand for natural diamonds through a consumer-first approach that prioritises category marketing, industry collaboration, and consistent consumer engagement.

Announcing the strategy, the NDC said future initiatives will focus on creating stronger consumer connections with natural diamonds while aligning industry resources towards demand generation. Rather than promoting individual brands, the Council intends to strengthen the overall natural diamond category through unified global campaigns and consumer-focused storytelling.

"Our strategy starts with the consumer," the NDC said, adding that long-term category growth depends on increasing the relevance of natural diamonds for today's buyers and ensuring marketing investments are directed towards demand creation.

The strategy builds on wider industry efforts under the Luanda Accord, which has brought together diamond-producing countries and industry stakeholders to jointly support generic marketing for natural diamonds. Through greater collaboration, the industry aims to create a stronger and more consistent global message that highlights the unique value proposition of natural diamonds.

The announcement comes at a time when the natural diamond sector is navigating changing consumer preferences, evolving luxury spending patterns and increased competition from other product categories. Industry bodies have increasingly emphasised the importance of collective marketing and consumer education to reinforce confidence in natural diamonds and drive long-term demand.

For jewellery manufacturers, retailers and brands, the NDC's latest initiative signals increased opportunities to participate in coordinated international campaigns designed to enhance consumer awareness and support retail sales. The Council said it will continue working with mining companies, manufacturers, retailers and trade associations to maximise the impact of future category marketing initiatives.

The consumer-first strategy reflects the industry's broader commitment to strengthening demand through collaboration and sustained investment in global marketing, intending to ensure the continued relevance of natural diamonds in the evolving jewellery marketplace.