UK Advertising Watchdog Rules Against Synthetic Diamond Retailers

The Natural Diamond Council announced on May 15, 2026, that the UK’s Advertising Standards Authority (ASA) upheld complaints filed against two jewellery retailers — UK-based Novita Diamonds and Hong Kong-based Linjer Ltd — for failing to clearly identify their products as laboratory-grown diamonds.

The not-for-profit organisation, which works to protect and promote the integrity of the global natural diamond industry, argued that the advertisements misled consumers by using the term “diamond” without proper qualifiers such as “synthetic,” “laboratory-grown,” or “laboratory-created.”

On May 13, 2026, the ASA ruled that both companies had breached the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).

As part of the ruling, both companies were instructed to remove the advertisements and ensure they do not appear again in the same format. The regulator also directed the retailers not to use the term “diamond” in isolation when referring to synthetic diamonds without a clear and prominent qualifier.

Natural Diamond Council Calls It a “Victory for Consumers”

Reacting to the ruling, Natural Diamond Council CEO Amber Pepper said, “This is a victory for consumers, Diamonds carry deep emotional significance and are often bought to mark life’s meaningful moments. It’s vital that consumers can make informed choices in total confidence. This is not the first time we have successfully challenged advertising that blurs the distinction between mass-produced products grown in a factory and products of nature formed deep in the Earth over billions of years. We applaud the regulator for once again standing up for consumers – something we too will continue to do as part of our wider mission to educate and inspire people on the values of natural diamonds and their positive impact.”

Details of the Novita Diamonds Advertisements

he ASA’s ruling against Novita Diamonds focused on two paid Meta advertisements.

• The first ad displayed a diamond engagement ring alongside the text:
  “Novita Diamonds Ready-to-Ship Engagement Rings 1-10 days.”
• The second advertisement featured a video showcasing diamond rings with on-screen phrases including:
  “Premium Diamonds”
  and
  “Shop our ready-to-ship collection today – Novita Diamonds.”

The regulator concluded that the advertisements failed to make it sufficiently clear that the products being marketed were synthetic diamonds.

Linjer Google Ads Also Found Misleading

The complaint against Hong Kong-based Linjer Ltd related to two paid Google advertisements. Both ads included the phrase:
“Discover our brilliant diamonds.”

The ASA determined that the wording could mislead consumers into believing the products were natural diamonds because the advertisements did not prominently clarify that the diamonds were laboratory-grown

Key Diamond Terminology Guidelines Referenced by ASA

In both rulings, the ASA referenced the National Association of Jewellers’ (NAJ) Diamond Terminology Guideline, which is recognised and assured by UK Trading Standards.

The guidelines state that companies selling synthetic diamonds must:

Use authorised qualifiers such as:

• “synthetic”
• “laboratory-grown”
• “laboratory-created”
• Avoid abbreviations such as:
• “lab-grown”
• “lab-created”
• Avoid terms including:
• “cultured diamonds”
• “cultivated diamonds”

because these terms are associated with organic or biogenic products. The guidance also prohibits the use of words such as:

• “real”
• “genuine”
• “precious”
• “authentic”
• “natural”

when referring to synthetic diamonds, as these terms apply exclusively to naturally formed minerals and gemstones.

ASA Clarifies Rules for Jewellery Advertisements

The ASA stated that whether a diamond is natural or synthetic is a crucial factor for many consumers when making purchasing decisions.

Because of this, the regulator ruled that companies must provide this information clearly within the advertisement itself, rather than only disclosing it later on a website after consumers click the ad.

The Novita Diamonds ruling also clarified that even if an advertisement does not explicitly mention the word “diamond,” a qualifier is still required if the brand name itself includes the term “Diamonds.”

Meanwhile, the ruling against Linjer demonstrates that UK advertising rules apply to overseas companies targeting UK consumers through paid media platforms such as Meta and Google.

London Diamond Bourse Supports the Decision

David Troostwyk, President of the London Diamond Bourse, which jointly filed the latest complaints alongside the Natural Diamond Council, said the rulings should send a strong message to manufacturers and retailers.

According to Troostwyk, misleading advertising unfairly exploits the emotional and timeless value associated with natural diamonds while confusing consumers. He added that irresponsible advertising practices should not be tolerated within the jewellery industry.

About the Natural Diamond Council

The Natural Diamond Council (NDC) is a global not-for-profit organisation focused on educating consumers about the rarity, authenticity, and responsible sourcing of natural diamonds.

Its platform, “Only Natural Diamonds,” publishes content related to:

• Diamond buying guides
• Jewellery trends
• Celebrity and pop culture stories
• Engagements and weddings
• Educational resources and myth-busting facts

The organisation also provides marketing and educational support to jewellery brands, retailers, and designers to promote the integrity and value of natural diamonds.

FAQ’s

1. What action did the Natural Diamond Council take against synthetic diamond retailers?
The Natural Diamond Council (NDC) filed complaints with the UK’s Advertising Standards Authority (ASA) against Novita Diamonds and Linjer Ltd for allegedly misleading consumers by advertising laboratory-grown diamonds without clearly identifying them as synthetic products.

2. What did the UK Advertising Standards Authority rule in this case?
The ASA ruled that both companies breached the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). The regulator ordered the companies to remove the advertisements and instructed them not to use the word “diamond” without clear qualifiers such as “synthetic” or “laboratory-grown.”

3. Why are the ASA rulings considered significant for consumers?
The rulings are seen as important because they reinforce transparency in jewellery advertising and help consumers clearly distinguish between natural diamonds and laboratory-grown diamonds. Regulators stated that the nature of a diamond is a key factor influencing consumer purchasing decisions.

4. What terminology guidelines must synthetic diamond sellers follow?
According to the National Association of Jewellers’ Diamond Terminology Guideline, retailers must use approved terms such as “synthetic,” “laboratory-grown,” or “laboratory-created.” They are also prohibited from using misleading words like “natural,” “genuine,” “authentic,” or “precious” for synthetic diamonds.

5. How could these rulings impact the global jewellery and diamond industry?
Industry experts believe the rulings could push jewellery retailers worldwide to adopt stricter disclosure standards for synthetic diamonds. The decisions may also strengthen consumer trust, improve transparency in diamond marketing, and increase regulatory scrutiny of online and digital jewellery advertisements.

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It also aims to connect traditional luxury with evolving modern consumer values, ensuring natural diamonds continue to hold a strong and meaningful place in contemporary cultural conversations worldwide.

A Legacy of Fashion and Lifestyle Expertise

Susie Dewey brings a formidable 17-year background in shaping some of the world’s most recognizable fashion and lifestyle brands. Her appointment marks a significant milestone for the NDC, as she leverages deep expertise from senior leadership roles at:

• Tapestry
• NET-A-PORTER
• Michael Kors
• Burberry & Topshop (Early PR Career)

Throughout her career, Dewey has established a proven track record of driving brand growth and customer acquisition through integrated marketing strategies and high-profile global partnerships.

Redefining the Narrative of Natural Diamonds

In her role as CMO, Dewey will lead the NDC’s mission to elevate the story of natural diamonds. Her approach is characterized by:

• Modern Marketing Integration: Blending creative vision with commercial data.
• Insight-Led Campaigns: Delivering measurable business impact through targeted storytelling.
• Cultural Positioning: Ensuring the NDC remains a central figure in global luxury and creative circles.

Dewey is widely recognized as an emotionally intelligent leader, dedicated to fostering high-performing teams and environments where creative talent can flourish.

Leadership Perspectives

The transition comes at a vital time for the industry, as the NDC seeks to deepen its connection with a global audience.

“Susie’s appointment marks an exciting moment for the Natural Diamond Council. Her ability to connect brand, culture, and commercial impact makes her exceptionally well-placed to lead our global marketing efforts.” — Amber Pepper, CEO, Natural Diamond Council

“I’m incredibly excited to join the Natural Diamond Council at such a pivotal time. The opportunity to shape the global narrative around natural diamonds is one I’m truly passionate about.” — Susie Dewey, CMO, Natural Diamond Council

FAQ’s

Q1. Who has been appointed as the new CMO of the Natural Diamond Council?
The Natural Diamond Council has appointed Susie Dewey as its new Chief Marketing Officer. She will oversee the organization’s global marketing and communications strategy, focusing on enhancing brand storytelling, cultural engagement, and strengthening the positioning of natural diamonds in the global luxury market.

Q2. What experience does Susie Dewey bring to the NDC?
Susie Dewey brings 17 years of extensive experience in the fashion and luxury industry. She has held senior leadership roles at globally recognized brands including Tapestry, NET-A-PORTER, Michael Kors, Burberry, and Topshop, where she contributed significantly to brand growth and customer acquisition.

Q3. What will be Susie Dewey’s main responsibility as CMO?
As CMO, Susie Dewey will lead the Natural Diamond Council’s global marketing and communications strategy. Her role will focus on building a strong brand narrative rooted in creativity, cultural relevance, and data-driven insights to elevate the global presence of natural diamonds.

Q4. How does this appointment impact the Natural Diamond Council’s strategy?
This appointment represents a key milestone in the NDC’s brand evolution. It reinforces the organization’s commitment to modernizing its marketing approach while maintaining the traditional luxury appeal of natural diamonds and aligning them with evolving consumer expectations worldwide.

Q5. What is the goal of NDC’s new marketing direction under Susie Dewey?
The goal is to bridge traditional luxury with modern consumer values by using innovative storytelling and cultural positioning. This strategy aims to ensure natural diamonds remain relevant, emotionally engaging, and influential within today’s global fashion and luxury conversations.

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The initiative successfully ignited a global groundswell, bringing together miners, retailers, designers, and consumers to share authentic stories behind these billion-year-old gems.

Global Impact of World Diamond Day

The one-day event delivered a significant spike in consumer engagement and market interest:

• 45 Million+ Social Reach: Combined impact across India and the Middle East.
• 30% Surge in Search: A massive spike in global search demand for “natural diamonds” compared to the weekly average.
• 2x Social Engagement: Use of the hashtag #NaturalDiamonds doubled between April 7 and April 8.
• 50+ Countries: Broad participation across all continents and time zones.

A Unified Voice Across the Value Chain

World Diamond Day was not just a campaign but a collective industry movement. Participation spanned from diamond-origin regions like Botswana, Canada, and South Africa to the world’s leading luxury hubs.

Leading Industry Participants

• Luxury Houses & Designers: Farah Khan Ali, David Webb, Boucheron, Boodles, and Anita Ko.
• Major Retailers: Malabar Gold & Diamonds, PNG Jewellers, Joyalukkas, Signet (USA), and Chow Tai Fook (China).
• Auction Houses: Sotheby’s, Christie’s, and Bonhams.
• Trade Organizations: Bharat Diamond Bourse (BDB), GIA, and World Jewellery Confederation (CIBJO).

Spotlight on India: A Hub of Activity

India played a pivotal role in the success of the inaugural celebration.

• Bharat Diamond Bourse (BDB): Activated its 20-acre campus, engaging over 70,000 participants with digital screens and large-scale installations.
• Manufacturing Giants: Hari Krishna Exports (HK) saw 100% participation from its 9,000+ employees, while Shree Krishna Exports (SRK) celebrated with its 7,500-strong workforce, focusing on the artisans behind the stones.

Why World Diamond Day Matters

In an era of mass production, natural diamonds remain a constant symbol of time, memory, and human connection. Formed over billions of years, each diamond carries a unique story of origin and impact.

The Natural Diamond Council plans to evolve this foundation into an even larger consumer-facing movement in the years to come, ensuring the “real stories” of diamonds continue to resonate with modern audiences.

Join the Movement

To explore the global celebration and see how the world marked this occasion, search the official hashtags on social media:

• #WorldDiamondDay
• #NaturalDiamonds

For more information and a curated look at the global participation, visit naturaldiamonds.com.

FAQ’s

1. What is World Diamond Day 2026 and who launched it?
World Diamond Day 2026 is the first global celebration dedicated to natural diamonds, launched by the Natural Diamond Council (NDC). It aims to highlight the heritage, craftsmanship, and emotional significance of diamonds while connecting the entire industry ecosystem worldwide.

2. What was the global impact of the inaugural World Diamond Day?
The event witnessed strong global participation from over 50 countries, achieved more than 45 million social reach, and recorded a 30% surge in search demand for natural diamonds, indicating heightened consumer interest and engagement.

3. Which key industry players participated in the event?
The celebration saw participation from major stakeholders including luxury brands, retailers, auction houses, and trade organizations such as Sotheby’s, Christie’s, Malabar Gold & Diamonds, GIA, and Bharat Diamond Bourse, among others.

4. What role did India play in World Diamond Day 2026?
India played a significant role, with the Bharat Diamond Bourse engaging over 70,000 participants and leading manufacturers like Hari Krishna Exports and SRK involving thousands of employees, showcasing the country’s strong presence in the global diamond industry.

5. Why is World Diamond Day important for the future of the diamond industry?
World Diamond Day emphasizes the authenticity and emotional value of natural diamonds in an era of mass production. It aims to strengthen consumer awareness, promote real stories behind diamonds, and build long-term trust and demand in global markets.

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A Global Movement for Natural Legacies

Launched by the Natural Diamond Council (NDC), World Diamond Day is established to recognize the joy, passion, and community inspired by natural diamonds. Beyond their physical value, these gems represent a bridge between generations and the exceptional craftsmanship of an industry dedicated to bringing these stories to life.

The celebration gained significant momentum on social media, where participants used hashtags #WorldDiamondDay and #NaturalDiamonds to share personal milestones—ranging from cherished family heirlooms to modern-day successes—creating a vibrant global narrative.

Industry Leaders Join Hands

In India, the event showcased a unique blend of traditional heritage and modern aspiration. Leading diamantaires and manufacturers highlighted the diamond’s remarkable journey from its natural origin to a finished masterpiece.

The initiative saw robust support from premier industry bodies, including:

• Gem and Jewellery Export Promotion Council (GJEPC India)
• Gemological Institute of America (GIA)
• All India Gem and Jewellery Domestic Council (GJC)
• Bharat Diamond Bourse

Prominent industry partners such as Venus Jewel, SRK Exports, HK Exports, KP Sanghvi, and others also championed the movement. Additionally, global thought leaders including Richa Goyal Sikri and Arundhati De Sheth provided authentic perspectives, bringing the industry’s human side to the world stage.

“Custodians of Our Memories”

Speaking on the significance of the day, Richa Singh, Managing Director of the Natural Diamond Council, stated:

“World Diamond Day is a platform for people to share what their diamonds truly mean to them. At a time when consumers, especially younger audiences, are looking for more meaningful ways to celebrate, this initiative offers a reason to pause and honor those moments. Natural diamonds are the perfect custodians of our memories.”

A Timeless Heirloom

The inaugural World Diamond Day has established itself as more than a momentary celebration; it is a reminder that a natural diamond is not merely a product but a timeless heirloom. Whether worn, gifted, or passed down through generations, the story of a natural diamond remains “never forgotten.”

About Natural Diamond Council (NDC)

The NDC is a not-for-profit organization dedicated to promoting and protecting the integrity of the natural diamond industry. As an authoritative voice, it supports the livelihoods of over 10 million people worldwide throughout the diamond supply chain.

FAQ’s

1. What is World Diamond Day and why is it celebrated?
World Diamond Day is a global initiative celebrating the emotional and cultural significance of natural diamonds. It focuses on stories of love, legacy, and personal milestones rather than just the material value of diamonds.

2. Who launched World Diamond Day?
The day was launched by the Natural Diamond Council (NDC), a not-for-profit organization dedicated to promoting the integrity and global significance of natural diamonds.

3. How did people participate in World Diamond Day?
People actively participated through social media by sharing personal stories, heirlooms, and milestones using hashtags like #WorldDiamondDay and #NaturalDiamonds, creating a global celebration of meaningful moments.

4. What role did the jewellery industry play in this initiative?
Major industry bodies like GJEPC, GIA, GJC, and Bharat Diamond Bourse, along with leading companies such as SRK Exports and Venus Jewel, supported the initiative and highlighted the journey of diamonds from origin to finished jewellery.

5. Why are natural diamonds considered special beyond their value?
Natural diamonds symbolize emotions, memories, and generational legacy. They are often passed down as heirlooms, making them timeless treasures that represent personal stories, relationships, and life’s most meaningful moments.

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The Dawn of a Global Movement

NDC in a statement said “”On this day, everyone is invited to participate, from those who work with diamonds every day to those who wear, gift, or admire them. World Diamond Day is about sharing the personal and meaningful moments that natural diamonds represent. On April 8, simply share your story using #WorldDiamondDay and #NaturalDiamonds to join a global wave of voices celebrating something authentic.”

This is not just another corporate campaign; it is a global movement that invites the world to pause and appreciate the profound stories etched into every natural diamond. From the deep mantle of the Earth to the most cherished moments of our lives, natural diamonds represent a journey of billions of years that culminates in a single, sparkling memory.

Whether you are a diamond cutter who sees the soul of a stone, a designer who brings it to life, or a person who wears a diamond as a symbol of a lifelong promise—this day belongs to you.

Your Voice, Your Story

Participation is the heartbeat of World Diamond Day. On April 8, the NDC invites everyone to join a global wave of voices on social media. The goal is to fill digital feeds with authenticity, moving away from “fast luxury” and toward the enduring symbols of love and connection.

How to join the movement

• Capture the Moment: Share a photo or a short video of a diamond piece that holds meaning for you.
• Share the Sentiment: Write a caption about what natural diamonds mean to you—be it an engagement, an anniversary, or a family heirloom passed down through generations.
• Tag the World: Use the official hashtags #WorldDiamondDay and #NaturalDiamonds to link your story with millions of others in real-time.

The Multi-Faceted Impact

World Diamond Day aims to highlight the diverse and positive roles diamonds play in our world:

• Personal Milestones: Celebrating the diamonds that mark life’s most significant beginnings and achievements.
• Artistry & Craftsmanship: Honoring the incredible skill required to transform a rough stone into a finished masterpiece.
• Community & Conservation: Bringing attention to the diamond industry’s contribution to local education, healthcare, and environmental protection in mining regions.

The Lens of Authenticity

What makes a natural diamond unique is its rarity—formed under immense pressure over eons, it is a physical piece of Earth’s history. In a world of replicas, World Diamond Day celebrates the uniqueness of nature. This collective moment is shaped by the people who participate, reflecting the real-life impact and transformation that diamonds bring to individuals and entire communities.

On April 8, the narrative of the natural diamond is handed back to the people. It is a day to see these stones not just as commodities, but as vessels of human meaning and enduring connection.

FAQ’s

1. What is World Diamond Day?
World Diamond Day is a global initiative launched by the Natural Diamond Council to celebrate the emotional, cultural, and historical significance of natural diamonds beyond commercial value.

2. When will World Diamond Day be celebrated?
It will be celebrated on April 8, 2026, as an annual global event.

3. How can people participate in World Diamond Day?
People can share photos or videos of their diamond pieces on social media, write personal stories, and use hashtags like #WorldDiamondDay and #NaturalDiamonds.

4. What is the purpose of this initiative?
The goal is to highlight authenticity, craftsmanship, and emotional connections, while moving away from fast luxury trends.

5. What impact does World Diamond Day aim to create?
It aims to showcase diamonds’ role in personal milestones, support for communities, and environmental contributions, while building a global archive of meaningful stories.

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ENDIAMA E.P., or Empresa Nacional de Diamantes de Angola, is a National Diamond Company of Angola. It is a state-owned diamond mining enterprise, entrusted with managing Angola’s diamond resource and ensuring its sustainable development for the long-term benefit of its people.

SODIAM E.P. or Empresa Nacional de Comercialização de Diamantes de Angola is the National Diamond Marketing Company of Angola. It is also a state-owned diamond trading authority and sole official channel for Angolan diamond exports, overseeing the global marketing and commercialization of the nation’s natural diamond production.

The inclusion of ENDIAMA E.P. and SODIAM E.P. within the NDC marks a milestone that builds upon the principles of the Luanda Accord, co-signed in June 2025 by leading diamond-producing countries and industry stakeholders, including Angola, Botswana, De Beers, and midstream representatives.

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The Accord reflects a shared commitment to safeguard the long-term health, integrity, and desirability of natural diamonds, while supporting the communities whose livelihoods depend on them.

Through this agreement, industry participants pledged decisive action—supported by adequate resources—to strengthen generic marketing and education initiatives led by the NDC. Angola’s recent financial contribution to the Council stands as a tangible demonstration of the commitments set forth in the Luanda Accord.

The NDC chair and CEO of De Beers Brand, Sandrine Conseiller, said following the development, “The future success of the industry will be defined by our ability to work together to communicate the true story of natural diamonds – both their desirability and their ability to drive development.  I am therefore delighted to welcome ENDIAMA E.P. and SODIAM E.P. as NDC members,”

She further added, “Through growing the organization’s representation across the natural diamond value chain, the NDC will be better positioned to amplify the collective voice of the industry, strengthen consumer education, and reinforce trust in natural diamonds as rare, precious creations of nature with profound social and economic impact,”

Dr. José Manuel Augusto Ganga Júnior, ENDIAMA E.P.’s Chairman mentioned, “Natural diamonds are not only the world’s most precious and timeless stone- but they are also the bedrock of Angola’s prosperity providing stability and livelihood for millions of our people,” He further added, “By joining the NDC we are signaling our commitment to ensuring a bright future for the natural diamond industry – and Angola’s position in it- through revitalized and sustained investment in global generic marketing executed by NDC.”

Further, Dr. Eugénio Pereira Bravo da Rosa, Chairman of SODIAM E.P. also added, “We are delighted to join the Natural Diamond Council, strengthening Angola’s voice in the global diamond community and fostering collaboration that promotes responsible growth, transparency, and shared prosperity across an industry which plays a vital role in shaping the future of diamond-producing nations, driving sustainable economic development, and ensuring that the benefits of this natural resource contribute meaningfully to national progress and wellbeing of our communities,”

Alongside these new memberships, the NDC Board of Directors is actively reviewing its governance framework to encourage broader participation from across the natural diamond value chain. These proposed updates aim to enhance inclusivity, transparency, and engagement, ensuring the organization evolves in alignment with the dynamic industry it represents.

Together, these developments signal a positive and forward-looking chapter for the Natural Diamond Council as it continues its mission to protect and promote the integrity, desirability, and enduring value of natural diamonds worldwide.

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