The Natural Diamond Council (NDC), a global not-for-profit organization committed to promoting the natural diamond industry, has partnered with Jos Alukkas, a leading jewellery brand known for its heritage and quality. This collaboration aims to inspire consumers through education, transparency, and the celebration of the design and craftsmanship of natural diamonds.
The partnership seeks to provide an enriching experience for consumers by highlighting the exceptional qualities of natural diamonds. From their billion-year-old origins to their rarity and enduring value, the initiative focuses on the authenticity and emotional significance of these precious gems, helping consumers make informed decisions.
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Richa Singh, Managing Director, Natural Diamond Council, India & Middle East, emphasized the alignment of values between the two organizations. She stated:
“Diamonds are symbols of love, tradition, and meaningful connections. At NDC, our goal is to educate and inspire consumers, equipping them with the right knowledge to allow them to make an informed purchase decision. Through my interactions with the Jos Alukkas team over the last few years, I realized the synergy between us, especially with our common commitment to grow the legacy of natural diamonds, bring the best to the consumer and drive home the ethics and transparency of this sector. I would like to thank the Jos Alukkas team and Varghese, Paul and John for supporting us and believing in our vision to celebrate the essence of these ancient heirlooms and the authenticity they represent. We will kickstart our collaboration with exciting content, informative facts, showcase of the best design & craftsmanship and the positive impact of the natural diamond world. Together, we hope to grow the industry and build the diamond dream for multitudes of consumers around the country.”
Mr. Jos Alukka, Chairman of the Jos Alukkas Group, expressed optimism about the collaboration:
“NDC’s association with Jos Alukkas will be a mutually beneficial partnership. While gold continues to be the mainstay of our business, we have recorded a notable year-on-year increase in diamond jewellery sales, and this growing demand amongst consumers illustrates the allure of natural diamonds. Over the last 60 years we have always aspired to offer the best to our customer, and so we chose to collaborate with NDC, an industry body which is known for supporting the transparency, integrity and ethics of the industry. We would like the Jos Alukkas consumer to be empowered with the right knowledge, and through this collaboration our team will be equipped to answer any questions that she may have. This partnership has the potential to reinforce customer loyalty, elevate brand credibility, showcase our design capabilities and exceptional service quality, enhance the team’s knowledge and continue our customer’s love for natural diamonds.”
This collaboration underscores a shared commitment to transparency, ethics, and integrity within the diamond industry. NDC and Jos Alukkas aim to inspire a new generation of diamond lovers while reinforcing the authenticity and enduring value of natural diamonds, ensuring they remain an essential part of life’s most precious moments.
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