The collaboration aims to reshape perceptions through consumer education, innovative designs, and a focus on responsible sourcing. Leveraging the strengths of both entities, the initiative will highlight natural diamonds’ unmatched brilliance and significance in modern and traditional jewellery.  

Educating the Consumer  

A key aspect of the partnership will be a robust consumer education campaign. Through engaging content, workshops, and digital outreach, NDC and Jos Alukkas plan to inform buyers about the inherent qualities of natural diamonds, their ethical sourcing practices, and the impact of the diamond industry on local communities.  

Showcasing Versatility  

The collaboration will also extend to exclusive product designs, blending tradition with contemporary aesthetics. These collections will emphasize the craftsmanship and versatility of natural diamonds, catering to diverse consumer tastes across India.  

Driving Industry Growth  

Richa Singh, Managing Director of the Natural Diamond Council, India and the Middle East, expressed enthusiasm about the alliance. “We are thrilled to join hands with Jos Alukkas to celebrate the authenticity and timeless charm of natural diamonds. Through this partnership, we aim to inspire and educate consumers while showcasing the positive impact of the natural diamond industry on communities worldwide.”  

Jos Alukka, Chairman of the Jos Alukkas Group, echoed similar sentiments. “While gold remains a significant part of our business, we’ve observed a steady increase in diamond jewellery sales. Partnering with NDC is a natural step forward as we work to meet the growing demand for natural diamonds and share their story with our customers.”  

A Shared Vision  

Both NDC and Jos Alukkas are committed to driving sustainable growth in the natural diamond sector. By spotlighting responsible mining, environmental stewardship, and fair labour practices, the partnership underscores the jewellery industry’s evolving focus on transparency and accountability.  

As this collaboration unfolds, it promises to elevate consumer engagement, reinforce the value of natural diamonds, and spark a renewed appreciation for these exquisite treasures.