The International Institute of Diamond Grading & Research (IIDGR), part of The De Beers Group of Companies, has appointed independent digital agency, Ridgeway, to produce a new online education experience to share and disseminate the company’s industry knowledge to interested parties.

The partnership will see Ridgeway build an e-learning hub that in time will offer a number of educational courses on various topics using IIDGR’s unrivalled experience across all elements of the diamond industry. The ambitious plans will be unveiled at a launch event in April 2017, with a plan to accelerate participation to 1000 students by the middle of 2018.

The education project is an integral part of a broader strategy being undertaken by IIDGR to capitalise on the growing demand for highly accurate diamond grading and testing services, as well as retail opportunities for proprietary screening instruments to the industry. All of this work comes with the aim of underpinning consumer confidence.


In addition, the partnership marks part of the De Beers Group’s strategy to increase IIDGR’s visibility digitally in the education space, extend commercial opportunities, and offer a superior learning experience through a variety of stimulating, interactive, and data rich learning content.

“The education hub will consolidate our position as the voice of the industry through the curation of exceptional educational content for anyone involved in the diamond industry,” explains director of education at IIDGR, Jodine Perrin. “It will help them to lean on the rich knowledge the De Beers Group team has, and will address a knowledge gap for detailed diamond training in the market.”

The website, set to launch in Q2 2017, will be built on the Kentico EMS platform and will feature e-learning, reporting and insight dashboards, and an ecommerce platform for payment management of the courses. Ridgeway will be collaborating with leading visual storytelling studio, Nucco Brain, which will produce the animated course content of the project for engaging experiences.