Natural Diamond Council connects with India industry partners at town hall with GJEPC

The Natural Diamond Council visited the Gem and Jewellery Export Promotion Council’s Mumbai head office to hold a town hall meeting with members of the metro’s gem and jewellery industry. The event saw the Natural Diamond Council’s CEO David Kellie highlight ethics and consumer trust as key focus areas for the industry for 2024. 

Kellie addressed the local jewellery industry and shared the Natural Diamond Council’s key initiatives across India as well as the US and China, the GJEPC reported on its website. A key point of Kellie’s address was that diamond businesses must build trust with consumers by conveying the industry’s values, ethics, and community support initiatives. 
 
The Natural Diamond Council took the occasion to launch its new campaign titled ‘Treasure Now and Forever’, featuring actress Lily James in India. The campaign focuses on the versatility of natural diamonds and Kellie urged the Indian industry to pursue connections with celebrities in the country to showcase diamonds in a similar way. Kellie detailed pre-existing industry initiatives such as its work with Koffee with Karan.

Social media promotions should make up a significant part of the Natural Diamond Council’s outreach in 2024, according to Kellie, who stressed the importance of harnessing apps like TikTok and YouTube to connect with Gen Z shoppers. Kellie also detailed the organisation’s global programmes and highlighted the impact natural diamonds have on communities.