TrendsJun 29, 2021
NDC Unveils a Diamond Jewelry CollectionMajorsAug 24, 2021
NDC Campaign Shows Diamonds’ Positive Impact
“Thank You, By the Way” highlights how mined diamonds help their local communities.
A mock-up of the Natural Diamond Council’s new “Thank You, By the Way” campaign advertisement
New York—The Natural Diamond Council’s new advertising campaign highlights diamonds’ positive impact in their local communities.
Produced with the support of the Responsible Jewellery Council, “Thank You, By the Way” communicates the socioeconomic and community benefits diamond mining offers.
The campaign features nine ads, each touching on a different topic including education, healthcare, biodiversity, and endangered species.
“Thank You, By the Way” began rolling out last week across NDC’s social media channels and is prominently featured on the naturaldiamonds.com website.
One advertisement, for example, reads: “Your natural diamond helps provide access to healthcare for more than 4 million people. From solar-powered clinics to groundbreaking disease management programs, natural diamonds help build a healthier future for some of the world’s most remote, vulnerable communities.”
The website allows users to learn more about these benefits.
Clicking upon the above statement leads to a more in-depth report of the way major diamond miners are dealing with COVID-19, outlining how they work with local partners to distribute food, water, and hygiene items.
The report notes how specific groups like Petra utilize thermal scanners and questionnaires to screen for COVID-19 among employees.
Beyond the challenges the pandemic presents, the report outlines how diamond mining funds local hospitals and clinics in several rural communities, bringing needed healthcare services to remote areas.
NDC campaign assets for all nine advertisements are available to members of the jewelry industry by download on the NDC website’s “Diamond Professionals” resource hub.
Customizable assets are available upon request by contacting thankyou@naturaldiamonds.com.
The campaign will be featured in print in the special Couture Show edition of WWD.
“This isn’t a new topic for the diamond industry,” said NDC CEO David Kellie in a statement.
“For the last two decades, the industry has been doing this work, putting sustainability at the forefront of everything they do. But now more than ever, consumers have an appetite for it, they want to know the impact of what they are buying, and how their purchases are contributing to the regions and communities producing them. Through this campaign, we would like to thank our consumers for their trust and support in doing good around us.”
Related stories will be right here …
Produced with the support of the Responsible Jewellery Council, “Thank You, By the Way” communicates the socioeconomic and community benefits diamond mining offers.
The campaign features nine ads, each touching on a different topic including education, healthcare, biodiversity, and endangered species.
“Thank You, By the Way” began rolling out last week across NDC’s social media channels and is prominently featured on the naturaldiamonds.com website.
The Natural Diamond Council website elaborates further on its ad claims, providing more in-depth information to consumers.
One advertisement, for example, reads: “Your natural diamond helps provide access to healthcare for more than 4 million people. From solar-powered clinics to groundbreaking disease management programs, natural diamonds help build a healthier future for some of the world’s most remote, vulnerable communities.”
The website allows users to learn more about these benefits.
Clicking upon the above statement leads to a more in-depth report of the way major diamond miners are dealing with COVID-19, outlining how they work with local partners to distribute food, water, and hygiene items.
The report notes how specific groups like Petra utilize thermal scanners and questionnaires to screen for COVID-19 among employees.
Beyond the challenges the pandemic presents, the report outlines how diamond mining funds local hospitals and clinics in several rural communities, bringing needed healthcare services to remote areas.
NDC campaign assets for all nine advertisements are available to members of the jewelry industry by download on the NDC website’s “Diamond Professionals” resource hub.
An ad from the Natural Diamond Council’s new campaign, created with the support of the Responsible Jewellery Council
Customizable assets are available upon request by contacting thankyou@naturaldiamonds.com.
The campaign will be featured in print in the special Couture Show edition of WWD.
“This isn’t a new topic for the diamond industry,” said NDC CEO David Kellie in a statement.
“For the last two decades, the industry has been doing this work, putting sustainability at the forefront of everything they do. But now more than ever, consumers have an appetite for it, they want to know the impact of what they are buying, and how their purchases are contributing to the regions and communities producing them. Through this campaign, we would like to thank our consumers for their trust and support in doing good around us.”
More on Majors
The Latest
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
Weekly QuizJul 25, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas The jeweler’s largest store yet is set to open in Little Rock next fall.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
