Jos Alukkas and Natural Diamond Council form strategic partnership (#1681433)

Fine jewellery retailer Jos Alukkas has announced a strategic partnership with the Natural Diamond Council to promote natural diamonds and elevate the sector with educational and interactive initiatives in India.

“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,” said the Natural Diamond Council’s managing director for India and the Middle East Richa Singh, the Gem and Jewellery Export Promotion Council announced on its website. “We will kickstart our collaboration with exciting content, informative facts, showcase of the best design and 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.”
 
The partnership is designed to increase demand for natural diamonds and will promote transparency in the industry while advocating for fair labour practices, responsible mining, and sustainability. Jos Alukkas will work with the Natural Diamond Council to hold workshops, roll out digital campaigns, and create new jewellery designs to highlight the versatility and beauty of natural diamonds while catering to current consumer tastes.
 
“NDC’s association with Jos Alukkas will be a mutually beneficial partnership,” said Jos Alukkas Group’s chairman Jos Alukkas. “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.”