Natural Diamond Council forays into the Middle East with three jewellery brands

By

Isabelle Crossley

Published
Jun 9, 2022

The Natural Diamond Council has entered the United Arab Emirates market in partnership with three jewellery brands with the aim of promoting natural diamonds through dedicated campaigns and information dissemination. 

On June 7, the non-profit organisation announced that it will work with Indian brand Malabar Gold and Diamonds and international brands Jawhara and La Marquise to promote natural diamonds in the UAE, the Press Trust of India reported. The organisation will offer a dedicated e-learning platform in the area to enable sales professionals to become natural diamond ambassadors and will launch multimedia campaigns. 

“With this collaboration, we are excited to introduce a younger audience to the many emotional connections created by diamond jewellery and continue to build trust among a digital first consumer,” said Natural Diamond Council CEO David Kellie in a statement, the Press Trust of India reported. “The dynamism of brands like Malabar Gold and Diamonds, Jawhara, and La Marquise truly exemplify what we seek do to daily in our support of the natural diamond industry- showcase a more contemporary approach to the diamond dream.” 

The Natural Diamond Council is currently present in India, China, Europe, and the US. The organisation has run numerous campaigns to promote diamonds in India, including in collaboration with the Gem and Jewellery Export Promotion Council.  

“As we redefine traditional diamond moments and connect with a younger, more discerning consumer, we are proud to partner with a diverse yet truly intriguing set of jewellers that represent the same values that we stand for, of celebrating life’s most cherished moments and creating lasting personal connections with precious natural diamonds,” said Richa Singh, the Natural Diamond Council’s managing director for India and the Middle East.