The Natural Diamond Council (NDC) has expanded its operation into the United Arab Emirates (UAE) with three new partnerships.

The not-for-profit organisation (dedicated to increasing transparency and upholding the integrity of the modern natural diamond industry) announced a collaboration with Malabar Gold & Diamonds, Jawhara Jewellery and La Marquise Jewellery.

The trio are three of the leading jewellers in the UAE, and will now advocate the ‘Natural Diamond Dream’.

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Enhancing trust in the natural diamond industry, this collaboration will emphasise the ethical and sustainable business practices that create a lasting, positive impact in the sector, strengthening consumer confidence in this ultimate jewel of nature.

The NDC will showcase the value of natural diamonds as investments that will last generations; while also celebrating individuality, personal style and moments of achievements.

The strategic partnership between NDC with Malabar Gold & Diamonds, Jawhara Jewellery and La Marquise Jewellery will familiarise consumers in the UAE with the world of natural diamonds.

It will create collaborative campaigns, and showcase a trusted, unbiased resource of information, including a dedicated e-learning platform that will equip sales professionals with the ability to become natural diamond ambassadors.

David Kellie, CEO of the 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.

“The dynamism of brands like Malabar Gold & Diamonds, Jawhara and La Marquise truly exemplify what we seek to do daily in our support of the natural diamond industry – showcase a more contemporary approach to the diamond dream.”

Richa Singh, managing director of the Natural Diamond Council, India and Middle East, said: “As we redefine traditional diamond moments and connect with a younger, more discerning consumer, we are proud to partner with a diverse yet truly intriguing set of jewellers such as Malabar Gold & Diamonds, Jawhara and La Marquise – 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.”

Muhammad Tamjid Abdullah, deputy CEO, Jawhara Jewellery, said: “It gives us immense pleasure to have joined forces with Natural Diamond Council – the trusted experts and global authority who offer complete transparency into the world of natural diamonds – and share expertise to grow the natural diamond category in UAE.

“I am confident that this partnership will solidify our common values and forge consumers’ desire for natural diamonds as well as strengthen the trust that customers have in our design and jewellery.”

Shamlal Ahamed, managing director of international operations, Malabar Gold and Diamonds, said: “As we step into a digital era, we are elated to collaborate as a trusted partner of Natural Diamond Council in UAE, GCC, Singapore and Malaysia.

“We will work together to educate consumers on the industry, the wonderful legacy of natural diamonds and the positive social contribution they make to the world.

“With a focus on sustainability and transparency, we want to contribute to the growth of the natural diamond jewellery category, both in studded diamonds and polki.”

Nishith Shah, CEO, La Marquise Jewellery, said: “We are honoured to partner with Natural Diamond Council and pave the way for the young and digital first audience to nurture an emotional connection with and recognize the inherent value of natural diamonds.

“Joining hands, we look forward to making natural diamonds a preferred choice of jewellery for every precious moment of life – a perfect celebration of authenticity and grace.”

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