Natural Diamond Council announced a collaboration with Malabar Gold & Diamonds, Jawhara Jewellery and La Marquise Jewellery – three of the leading jewellers in the United Arab Emirates to advocate the ‘Natural Diamond Dream.’ Enhancing trust in the natural diamond industry, this collaboration will emphasize the ethical and sustainable business practices that create a lasting, positive impact in the sector, strengthening consumer confidence in this ultimate jewel of nature. Being industry experts, NDC will showcase the inherent and emotional value of natural diamonds, and also feature them as ideal investments that will last generations; whilst celebrating individuality, personal style and moments of achievements. Seamlessly straddling tradition and modernity, the audiences of the collaborating jewellers resonate the cultural amalgamation of the region, and natural diamonds reflect this perfect blend.

This partnership is anticipated to familiarize consumers with natural diamonds using collaborative campaigns, showcasing a trusted, unbiased resource of information, including a dedicated e-learning platform that would equip sales professionals with the ability to become natural diamond ambassadors is planned. David Kellie, CEO, Natural Diamond Council said, “With this collaboration we are excited to introduce a younger audience to the many emotional connections created by diamond jewellery and continue to build trust among a digital first consumer.” Richa Singh, Managing Director, Natural Diamond Council, India & Middle East said, “We are proud to partner with brands that represent the same values that Natural Diamond Council stands for – of celebrating life’s most cherished moments and creating lasting personal connections with precious natural diamonds.” The collective commitment of NDC and the three jewellery brands, to enhance consumer confidence in and desire and aspiration for natural diamonds, will usher in a new era for the younger generation to experience the diamond dream.