Trends

NDC Unveils a Diamond Jewelry Collection

TrendsJun 29, 2021

NDC Unveils a Diamond Jewelry Collection

It’s designed by one of the jewelers in the “Emerging Designers Diamond Initiative.”

These “Dancing Twist Hoops,” featuring baguette diamonds, were designed by Malyia McNaughton for the Natural Diamond Council’s first jewelry collection.
New York—The Natural Diamond Council is unveiling a diamond jewelry collection available to manufacturers and retailers to adapt, produce, and sell. 

Malyia McNaughton designed the 11-piece assortment.

The Brooklyn-based jeweler is part of the first group of six up-and-coming talents selected for the NDC and Lorraine Schwartz’s “Emerging Designers Diamond Initiative.”

Launched this year, the initiative allows new BIPOC designers to apply for a chance at $20,000 in diamond credit, recognizing that relationships in the diamond industry are difficult for newcomers. 

The pieces McNaughton designed for the NDC collection are based on trends like chains, marquise-cut diamonds, and genderless styles, NDC said.


Diamond jewelry retailers and manufacturers are invited to produce and sell the designs, or adapt them, to offer to their clients in time for fall and the holiday season.

That timing will coincide with release of NDC’s next “For Moments Like No Other” campaign, again starring actress Ana De Armas.

This rendition will celebrate creating memories with natural diamonds in a post-pandemic world, the council said, with the message “Love Life.”

De Armas will sport the McNaughton-designed collection in the campaign, which has already been photographed in Europe and will debut in September.

Retail partners will have access to campaign assets, both in-store and online. 

 Related stories will be right here … 

NDC said suppliers Rosy Blue, K.P. Sanghvi, and Leo Schacter are already committed to producing the new collection.

“We’re looking forward to sharing our new campaign with the industry,” CEO David Kellie said. “We believe that it will perfectly reflect the optimistic mood of consumers for the fall and holiday season. 

“It’s been a pleasure working with Malyia to design the jewelry collection for the campaign, and we believe that this too reflects a more confident and exciting interpretation for natural diamond jewelry.”
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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