Ana de Armas Stars in The Natural Diamond Council’s First Ever Celebrity Campaign

The issue of generic advertising of natural diamonds to the public will be one of the main topics up for discussion during Jewellery Industry Voices’ next webinar on 1 October.

The panel, which will include Forevermark chairman Stephen Lussier and David Kellie, CEO of the Natural Diamond Council, will look in detail at whose responsibility the advertising of diamonds to end consumers is. At the moment the responsibility and investment is almost exclusively that of diamond miners, including De Beers, Rio Tinto and Petra Diamonds.

These companies, along with Alrosa, Dominion Diamond Corporation, Lucara Diamond Corporation and Gem Diamonds, make up the Natural Diamond Council, which recently launched a campaign called ‘Only Natural Diamond’ that featured at this year’s Emmy Awards on 20 September.


It’s been 20 years since generic advertising for natural diamonds was regularly seen on screen and in print. De Beers, which had almost single-handedly been financing advertising for the diamond industry for the previous 60 years, decided to stop its generic campaign and focus instead on just its own products.

The Natural Diamond Council is looking to put diamond advertising back to the top of the agenda.

The Jewellery Industry Voices webinar tomorrow (1 October) will be co-moderated by Edward Johnson and Steven Benson.

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