(IDEX Online) - The Diamond Producers Association, representing the world's biggest producers, is changing its name to Natural Diamond Council in a move that will distance it from the lab-grown sector.
The industry authority, whose members include Alrosa, De Beers Group, Dominion Diamond Mines, Lucara Diamond, Petra Diamonds, RZM Murowa, and Rio Tinto, is also adopting the new brand name "Only Natural Diamonds".
It aims to "promote the desirability of natural diamonds and support the integrity of the diamond jewelry industry," according to a media statement issued from its New York headquarters yesterday.
Its mission is to "advance diamonds' desirability by publishing trends and sharing resources and information with consumers on the ultimate timeless and natural luxury good."
CEO David Kellie said: "The current economic climate creates unprecedented challenges for the luxury industry. But, as the climate improves, natural diamonds will connect stronger than ever before.
"Consumers will have a greater respect for all things natural and seek brands that have an honest mission to be truly sustainable."
The newly-launched OND (Only Natural Diamonds) website (pictured), is aimed at a younger audience and features articles by Jill Newman, Marion Fasel, Carol Woolton, and other editorial jewelry veterans.