Natural Diamond Council Branches into UAE Market

RAPAPORT... The Natural Diamond Council (NDC) is expanding its reach into the United Arab Emirates (UAE) through partnerships with three jewelry retailers that will help "familiarize" younger consumers in the region with natural diamonds.The NDC will work with Malabar Gold & Diamonds, Jawhara Jewellery and La Marquise Jewellery to advocate the "natural-diamond dream" and enhance trust in the industry, the organization said Tuesday. It plans to do this by emphasizing the ethical and sustainable business practices that create a lasting, positive impact in the sector, it noted."With this collaboration, we are excited to introduce a younger audience to the many emotional connections created by diamond jewelry and continue to build trust among a digital-first consumer," said NDC CEO David Kellie. "The dynamism of [these brands] truly exemplifies what we seek to do daily in our support of the natural-diamond industry - showcase a more contemporary approach to the diamond dream."To appeal to the younger generation, the NDC will showcase the inherent and emotional value of natural diamonds, and also feature them as an ideal investment opportunity, it said.The first step in the new program will involve creating collaborative campaigns as well as a trusted, unbiased resource of information. This includes a dedicated e-learning platform that will enable sales professionals to become natural-diamond ambassadors, the NDC added.Image: The NDC Campaign featuring Ana de Armas. (Natural Diamond Council)