The Natural Diamond Council (NDC) has partnered with the Gem Jewellery Export Promotion Council (GJEPC) for its global campaign, ‘Thank You, By the Way’.  The campaign reaches out to consumers who, now more than ever before, want to know where their products come from and the impact their purchases have on producing countries and local communities.

The campaign thanks consumers and industry alike for being a part of the natural diamond journey by highlighting the ‘do good’ approach adopted by the sector. The omnichannel campaign features a variety of engaging sustainability facts about the natural diamond industry, highlighting both the socioeconomic and community benefits.  The series of multiple creative executions will debut across NDC’s social media channels, with a dedicated page on Only Natural Diamonds.

Richa Singh, Managing Director, India & The Middle East, NDC, said, "Sustainability is not a trend but a journey for brands and for the natural diamond sector it has always been at the core of all our endeavours. This campaign reflects on the good that the modern diamond industry along with GJEPC have done for communities and individuals who are both directly and indirectly associated with it. With this, we want every customer to take pride in the fact that their purchase has touched lives around the world positively and thank them for being a part of the journey.”

Colin Shah, Chairman, GJEPC, said, “In order to achieve long-term sustainability in our industry, we need to adapt a 360-degree approach. The association with the Natural Diamond Council does just that, by highlighting the contributions made and recognising the vital role of the trade in bringing the community together, touching lives and making a real difference. The sector has always taken a 'do good' approach and we will continue to do so in the future.”

Retailers and industry partners can participate in this campaign by showcasing the sustainability creatives initiated by NDC and GJEPC. Campaign collaterals can also be utilized by adapting the creative message according to local contributions in the domain.