SourcingMay 24, 2024
Signet, De Beers Have a Plan to Promote Natural DiamondsSourcingJun 04, 2024
For New Campaign, Natural Diamond Council Looks to the North
Shot in Canada’s Northwest Territories in winter, the campaign features actress and NDC ambassador Lily James and the Northern Lights.
The Natural Diamond Council’s new “Real. Rare. Responsible” campaign starring actress and NDC ambassador Lily James (“Cinderella,” “Downton Abbey”) was shot in Canada’s Northwest Territories, where the Northern Lights are visible more than half the year. (Photo courtesy of the Natural Diamond Council)
Las Vegas—Later this year, the Natural Diamond Council will launch a campaign starring Lily James and shot in Canada’s Northwest Territories in the dead of winter.
The new “Real. Rare. Responsible” campaign, which is designed to highlight the positive impact diamonds have in the communities where they are mined, features the “Pam & Tommy” actress against a snowy backdrop.
It serves as a stark contrast to the last “Real. Rare. Responsible” campaign, which was shot in Botswana, and follows James as she visits De Beers Canada’s Gahcho Kué mine, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond.
Set to launch in late summer, the campaign includes videos and still imagery retailers can utilize for social media, print, and billboards. There is also a script for a radio spot.
For its part, the NDC will focus on placing the ads on digital platforms.
The new “Real. Rare. Responsible” campaign, which is designed to highlight the positive impact diamonds have in the communities where they are mined, features the “Pam & Tommy” actress against a snowy backdrop.
It serves as a stark contrast to the last “Real. Rare. Responsible” campaign, which was shot in Botswana, and follows James as she visits De Beers Canada’s Gahcho Kué mine, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond.
Set to launch in late summer, the campaign includes videos and still imagery retailers can utilize for social media, print, and billboards. There is also a script for a radio spot.
For its part, the NDC will focus on placing the ads on digital platforms.
A fox roams the snowy landscape in Yellowknife, Canada. Yellowknife is the capital, and only city, in the Northwest Territories. It is about 250 miles south of the Arctic Circle. (Photo courtesy of the Natural Diamond Council)
The Northern Lights, which are visible up to 240 days a year in the Northwest Territories, feature prominently in the campaign. (Photo courtesy of the Natural Diamond Council)
A pair of Caribou traverse the ice roads in the Northwest Territories. (Photo courtesy of the Natural Diamond Council)
A 33-carat brilliant-cut natural diamond (left) is pictured alongside a rough diamond. (Photo courtesy of the Natural Diamond Council)
“We’re generally speaking to a younger, Gen Z-millennial audience,” NDC CEO David Kellie said in an interview Friday when asked about NDC’s decision to do digital advertising only.
“They are consuming on their phones, [on platforms] like TikTok. We’ve done a huge amount of work with influencers on TikTok. It’s not a conventional campaign; it’s literally influencers spreading the diamond facts. That’s where we’re influencing people.
“Whilst the industry looks back with great fondness on the De Beers campaigns—the shadows, the three-stone engagement ring, those things—the reality is, you don’t get the reach to the right audience with TV and with print. We still love [print] because people still love to pick up something ... tactile. We still do a print magazine even though most of our representation is digital.”
Originally called the Diamond Producers Association and rebranded as NDC in 2020, the organization is funded by a combination of members who serve on its board of directors and partners, which include a number of large diamond manufacturers as well as India’s Gem and Jewellery Export Promotion Council.
Kellie said NDC lost about half its funding when Alrosa suspended its membership and halted all financial contributions following Russia’s invasion of Ukraine.
It now faces another potential hurdle—Anglo American’s demerger or divestment of De Beers Group.
De Beers currently accounts for 80 percent of NDC’s member funding, Kellie said.
Despite the uncertainty, he said the organization remains focused on the task at hand—rolling out this new campaign promoting natural diamonds ahead of the holiday season.
It also is seeking to sign on more members and partners to diversify its funding sources, something that has been a goal for a number of years.
“Even before Alrosa’s resignation [in 2022], it was always our belief that all parts of the industry should be participating in what we do, which is to drive consumer demand,” Kellie said.
The organization just signed on the Okavango Diamond Company (ODC), which conducts rough diamond sales on behalf of the Botswana government, as its first non-mining member.
ODC also partnered with the NDC on the “Natural Diamond Club” lounge in Las Vegas this year.
Kellie said NDC believes more diamond-producing countries should be NDC members, a goal it is working toward.
He said when it comes to promoting natural diamonds, the industry needs to be united behind one message.
“If we all do it together, it’ll be much bigger, much more impactful. And this industry rises or falls together, as we’ve seen in the last two or three years,” he said.
“Whilst people compete, and competition is a good thing, we all either do well together or we don’t. It’s a shared responsibility.”
More on Sourcing
The Latest
MajorsAug 26, 2024
Longtime Industry Sales Trainer Lenny Zell Dies at 97Said to be the first to write a jewelry sales manual for the industry, Zell is remembered for his zest for life.
WatchesAug 26, 2024
IWC Is Sending Its Watches to SpaceThe company outfitted the Polaris Dawn spaceflight crew with watches that will later be auctioned off to benefit St. Jude’s.
AuctionsAug 23, 2024
Abernethy Pearl Tops Estimates at Auction A buyer paid more than $100,000 for the gemstone known as “Little Willie,” setting a new auction record for a Scottish freshwater pearl.
Brought to you by
Watch: Natural Diamonds: A Great (but Often Untold) Geology StorySupplier Spotlight Sponsored by GIA.
CollectionsAug 23, 2024
Piece of the Week: Gumuchian’s Colorful ‘Spectrum’ NecklaceAnita Gumuchian created the 18-karat yellow gold necklace using 189 carats of colored gemstones she spent the last 40 years collecting.
Weekly QuizAug 23, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsAug 22, 2024
Kaley Cuoco Has a Three-Stone Engagement Ring With a TwistThe three-stone ring was designed by Shahla Karimi Jewelry and represents Cuoco, her fiancé Tom Pelphrey, and their child.
CollectionsAug 22, 2024
Greenwich St. Jewelers Collabs with TikTok Jewelry Content CreatorThe Manhattan jewelry store has partnered with Xarissa B. of Jewel Boxing on a necklace capsule collection.
Brought to you by
Watch: Forging the Next Generation of Skilled Bench Jewelers at GIASupplier Spotlight Sponsored by GIA
TechnologyAug 21, 2024
Instagram’s Notes Feature Expands to Posts, ReelsActing as temporary virtual Post-it notes, Notes are designed to help strengthen mutual connections, not reach new audiences.
TrendsAug 21, 2024
Carol Woolton To Release New BookThe jewelry historian discusses the history and cultural significance of jewelry throughout time and across the globe.
TrendsAug 21, 2024
Amanda’s Style File: Shimmy and ShakeFrom fringe and tassels to pieces that give the illusion they are in motion, jewelry with movement is trending.
IndependentsAug 20, 2024
Mixed-Media Jewelry Artist Jan Yager Dies at 72The designer and maker found community around her Philadelphia studio and creative inspiration on the sidewalks below it.
ColumnistsAug 20, 2024
Google Ads Payment Policy Change: What It Means For YouThe change to accepted payment methods for Google Ads might seem like an irritation but actually is an opportunity, Emmanuel Raheb writes.
IndependentsAug 20, 2024
Pat Henneberry Releases MemoirThe industry consultant’s new book focuses on what she learned as an athlete recovering from a broken back.
Events & AwardsAug 20, 2024
The Ethical Gem Fair Is Going to CaliforniaThe fair will take place on the West Coast for the first time, hosted by Altana Fine Jewelry in Oakland, California.
MajorsAug 20, 2024
Kathy Hillelson Joins Board of WJA Foundation Hillelson is a second-generation diamantaire and CEO of Owl Financial Group.
Events & AwardsAug 19, 2024
Nominations Are Open for the 2025 Gem AwardsSubmissions in the categories of Jewelry Design, Media Excellence, and Retail Excellence will be accepted through this Friday, Aug. 23.
AuctionsAug 19, 2024
Scotland’s Famed Abernethy Pearl Is Up for Sale Known as “Little Willie,” it’s the largest freshwater pearl found in recent history in Scotland and is notable for its shape and color.
IndependentsAug 19, 2024
Kentucky Jeweler Closing After 89 YearsClements Jewelers in Madisonville cited competition from larger retailers and online sellers as the driving factor.
CrimeAug 16, 2024
Jewels Stolen During Green Vault Heist Back on DisplayMost of the 18th century royal jewelry taken from the Green Vault Museum in Dresden, Germany, in 2019 went back on display this week.
IndependentsAug 16, 2024
Louis Anthony Jewelers Announces First Resort StoreThe Pittsburgh jeweler has opened a store in the nearby Nemacolin resort.
CollectionsAug 16, 2024
Piece of the Week: Jonne Amaya’s ‘Cat Claw’ NecklaceWith a 40-carat cabochon emerald, this necklace is as powerful and elegant as a cat.
Events & AwardsAug 16, 2024
IJO Names Jewel-Craft as VIP Vendor of the YearThe Erlanger, Kentucky-based company was recognized for its reliability when it comes to repairs and fast turnaround times.
SourcingAug 15, 2024
Greenland Ruby Is Up For SaleUnable to pay its debts, the ruby and sapphire miner is looking to restructure and become a “competitive and attractive” company.
TrendsAug 15, 2024
Paola De Luca to Debut Trendbook 2026+ at VicenzaoroThe trend forecaster’s latest guide has intel on upcoming trends in the jewelry market.
Events & AwardsAug 15, 2024
Heather Ingraham Awarded WJA Helene Fortunoff Scholarship Ingraham said she’ll use the scholarship funds to attend the Women’s Leadership Program at the Yale School of Management.
IndependentsAug 15, 2024
DC Jeweler Schools Students About Jewelry Via Summer ProgramMoijey Fine Jewelry & Diamonds held a three-week “Mine to Finger 3D Jewelry Program.”
