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.”
Editors' Picks
Sponsored by
More on Majors
The Latest
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
