London – September 22, 2026 -- The Natural Diamond Council has rebranded as The Diamond Collective, launching a new global strategy to rebuild consumer demand for natural diamonds amid rising competition from synthetic alternatives.
New CEO shapes strategy after six months of industry consultation
Amber Pepper, who took over as CEO, developed the strategy following talks with producers, retailers, brands, creatives and consumers. The plan responds to shifts in how people discover and buy luxury goods, aiming to convert consumer desire into sustained purchasing demand.
Three priorities anchor the global growth programme
The strategy rests on three pillars: UNITE, bringing producers, retailers, brands and designers together around shared growth goals; PROTECT, strengthening consumer trust through transparency and differentiating natural diamonds from synthetic ones; and INSPIRE, building desire through culture, storytelling and clearer paths to purchase.
The organization frames this as a shift from defending the category through isolated campaigns to a connected global growth programme backed by shared investment and measurable commercial impact.
New Diamond Desire Index will track consumer sentiment across three markets
A Diamond Desire Index will establish a baseline across the US, India and China, tracking consideration, purchase intent, sentiment and recommendation. The index is designed to produce annual reporting on shifts in consumer behavior and demand for natural diamonds.
Trustmark and AI-driven discovery tools are planned rollouts
Future initiatives include a universal Trustmark, stronger origin and provenance narratives, renewed retailer and brand partnerships, and investment in AI and digital discovery tools. The Diamond Collective also plans evidence-led responses to misinformation and new forums for industry leadership, with further senior appointments expected in coming months.
Broader participation model opens strategy to value-chain organizations
A new participation model will let organizations across the value chain contribute expertise and support to shared industry priorities, giving more stakeholders a role in shaping long-term category growth.
The Natural Diamond Council will remain the legal entity behind the new public-facing Diamond Collective name in most markets.