The natural diamond industry is entering a new phase as changing consumer preferences, digital discovery and the growing presence of synthetic diamonds reshape the luxury market. Against this backdrop, the Natural Diamond Council has announced a major transformation, relaunching as The Diamond Collective with a strategy focused on rebuilding desire and strengthening long-term demand for natural diamonds.
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Natural Diamond Council Introduces The Diamond Collective
On September 22, 2026, the Natural Diamond Council officially announced its transition to The Diamond Collective, unveiling a new global strategy designed to reconnect natural diamonds with culture, strengthen consumer confidence and support their long-term relevance.
The strategy has been developed under new CEO Amber Pepper following six months of consultations with producers, retailers, brands, creatives and consumers across the industry.
The organisation said the new approach aims to move beyond simply defending the natural diamond category and instead focus on creating renewed consumer desire and converting that interest into sustained demand.
Three Key Priorities Behind the New Strategy
The Diamond Collective’s global strategy is built around three central priorities: Unite, Protect and Inspire.
Unite: Bringing the Diamond Industry Together
The organisation plans to bring producers, retailers, brands, designers and emerging voices together around common priorities for industry growth.
The broader participation model is intended to give organisations throughout the natural diamond value chain a greater role in shaping and supporting the category’s future.
Protect: Strengthening Consumer Confidence
The Diamond Collective will focus on improving clarity and transparency for consumers while addressing misinformation surrounding diamonds.
A key part of this strategy will be clearly communicating the differences between natural diamonds and synthetic diamonds, while strengthening consumer trust through facts and evidence.
Inspire: Creating New Desire for Natural Diamonds
The third priority is focused on culture, creativity and storytelling. The Diamond Collective plans to develop globally connected campaigns designed to make natural diamonds more relevant to consumers and create a clearer path from discovery to consideration and purchase.
New Global Programmes to Support Natural Diamond Demand
The strategy will be implemented through a new range of global initiatives. These will include culturally relevant campaigns, the introduction of a universal Trustmark, stronger origin and provenance stories, renewed partnerships with retailers and brands, and greater investment in artificial intelligence and digital discovery.
The organisation also plans to strengthen evidence-based responses to misinformation, highlight producer nations and establish new platforms for collective industry leadership.
Further initiatives and additional senior appointments are expected to be announced in the coming months.
Diamond Desire Index to Track Consumer Sentiment
One of the key initiatives will be the launch of a new Diamond Desire Index.
The index will initially establish a baseline across the US, India and China. It will monitor consumer consideration, purchase intent, sentiment and recommendation to provide a consistent international measure of how consumers view natural diamonds.
The Diamond Collective said the index will also support annual reporting on changes in consumer behaviour and demand.
Amber Pepper Outlines Vision for The Diamond Collective
Commenting on the new strategy, Amber Pepper, CEO of The Diamond Collective, said:
“Natural diamonds are among the Earth’s rarest treasures, formed deep beneath its surface over billions of years. Each is entirely unique, yet their greatest value lies in the meaning we give them: the people, promises and moments we never want to forget.
“Since taking on this role, I have listened to people across our industry and beyond. Their insight, experience and belief in natural diamonds have shaped this strategy. What I have heard gives me enormous confidence in the opportunity ahead and a clear sense that we will only realise it by acting together.
“The Diamond Collective will build on that shared ambition: to bring the extraordinary story of natural diamonds into culture, strengthen trust in what makes them unique and inspire a new generation to choose them. This is how we will transform enduring emotional desire into lasting demand.”
The Diamond Collective Name Will Become Its Public Identity
Although The Diamond Collective will become the organisation’s public-facing name in most markets, the Natural Diamond Council will remain its legal entity.
The organisation described the change as more than a simple rebranding exercise. It represents a shift toward a consumer-first and evidence-led operating model designed around greater collaboration across the natural diamond industry.
Industry Participation to Expand Under New Model
The new strategy also introduces a wider participation structure through which companies and organisations across the value chain can contribute expertise, perspectives and resources.
According to the organisation, this model is intended to create broader industry involvement in developing and implementing initiatives aimed at supporting the long-term growth of natural diamonds.
The Diamond Collective’s Role in the Natural Diamond Industry
The Diamond Collective describes itself as a global, industry-funded not-for-profit focused on the future of natural diamonds.
It aims to bring together the people, stories and expertise associated with natural diamonds while focusing on three broad goals: inspiring consumer desire, protecting consumer confidence and uniting the industry around a shared ambition to encourage more consumers to choose natural diamonds more often.
FAQ’s
1. Why has the Natural Diamond Council relaunched as The Diamond Collective?
The Natural Diamond Council has adopted The Diamond Collective as its public-facing name in most markets as part of a broader strategic transformation. The organisation says the new identity reflects a consumer-first, evidence-led and collaborative approach aimed at strengthening the long-term relevance and demand for natural diamonds.
2. What are the three priorities of The Diamond Collective’s new strategy?
The strategy is built around Unite, Protect and Inspire. Unite focuses on bringing industry participants together, Protect aims to strengthen consumer confidence and address misinformation, while Inspire focuses on culture, creativity and storytelling to generate renewed interest in natural diamonds.
3. What is the Diamond Desire Index?
The Diamond Desire Index is a new measurement programme designed to track consumer attitudes and behaviour toward natural diamonds. It will initially establish a baseline in the US, India and China, measuring areas such as consideration, purchase intent, sentiment and recommendation.
4. Will the Natural Diamond Council cease to exist legally?
No. While The Diamond Collective will become the organisation’s public-facing name in most markets, the Natural Diamond Council will remain its legal entity. The organisation has described the change as a strategic transformation rather than simply a change of name.
5. What new initiatives will The Diamond Collective introduce?
Planned initiatives include culturally relevant global campaigns, a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, investment in AI and digital discovery, evidence-led responses to misinformation and new opportunities for broader industry participation.
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