Natural Diamond Council rebrands as The Diamond Collective
The Diamond Collective has launched a global consumer-demand strategy for natural diamonds, including a Diamond Desire Index to track consideration, purchase intent and sentiment across India, the US and China.
What happened
The Natural Diamond Council has rebranded as The Diamond Collective and launched a global strategy to boost natural-diamond demand. Its new Diamond Desire Index
Key facts
- six months
Why this matters
Brands, retailers and media platforms may find partnership opportunities in The Diamond Collective’s cross-market consumer-data and campaign ecosystem, particularly for co-funded natural-diamond marketing and localized demand insights.
What to watch
- First Diamond Desire Index release, including differences between sentiment, consideration and stated purchase intent.
- Evidence of retailer participation, co-op marketing commitments or natural-diamond-specific merchandising programs.
- Natural-diamond retail sell-through and wholesale inventory trends following campaign launches.
- The size and persistence of the natural-versus-lab-grown retail price gap.
- China luxury and bridal-demand recovery, US discretionary jewellery spending and India festive/wedding-season sales.
- Whether the Collective publishes independent methodology and granular data credible enough to influence retailer buying decisions.
- Launch market-specific consumer campaigns in India, the US and China tied to bridal, self-purchase and festive gifting occasions.
- Publish Diamond Desire Index findings by market and demographic to establish the Collective as the sector's demand-data authority.
- Recruit major jewellery retailers, luxury brands and digital platforms into co-funded natural-diamond activations.
- Shift messaging from generic category promotion toward traceability, origin, craftsmanship and long-term emotional value.
- Use index data to identify whether natural diamonds need entry-price assortments, financing support or premium storytelling in each market.