The Natural Diamond Council (NDC) has announced a new consumer-first global strategy aimed at strengthening demand for natural diamonds through category marketing, consumer engagement and closer industry collaboration. The strategy was unveiled as part of the organisation's renewed focus on addressing changing consumer preferences and supporting long-term growth for the natural diamond category.

According to the NDC, the strategy prioritises consumer demand by increasing the cultural relevance of natural diamonds and communicating their value through targeted marketing initiatives. The organisation said it will work with industry stakeholders to align investments and strengthen collective efforts to promote natural diamonds globally.

The initiative follows broader industry efforts to reinforce category marketing through the Luanda Accord and increased collaboration among diamond-producing countries, manufacturers and trade bodies. It comes as the natural diamond sector responds to evolving consumer behaviour and increased competition within the jewellery market.

"Our strategy starts with the consumer," the NDC said, adding that future campaigns will focus on creating stronger emotional connections with buyers while ensuring industry resources are directed towards demand creation.

For jewellery retailers and manufacturers, the strategy signals an increased emphasis on coordinated global marketing, consumer education and industry participation to support sustained demand for natural diamonds.