The Natural Diamond Council (NDC) said 2021 was a benchmark year that saw its initiatives collectively rack up 45 million website visits, 306+ million social impressions, 210 million YouTube views and 464 brand collaborations.
The action-packed 2021 for NDC kicked off with the release of its first ever Trend Report, a style collective featuring editors, stylists, designers, celebrities, and industry insiders. Then in August, NDC in collaboration with Vogue India presented a first-of-its-kind two-day virtual diamond festival, which saw experts, thought leaders, and connoisseurs share their knowledge of natural diamonds. These one-of-a-kind initiatives set the stage to collaborate with ace designers such as Sabyasachi Mukherjee, Viren Bhagat, Bibhu Mohapatra, Gaurav Gupta, and Raghavendra Rathore to highlight their inspiring journey with natural diamonds.
Richa Singh, Managing Director – India & The Middle East, NDC, said “For us at Natural Diamond Council India, 2021 has been a benchmark year filled with many firsts. Our marketing efforts through 220 pieces of content, campaigns and partnerships saw us reach 510 million consumers. This is only the beginning and a snapshot of just a few of our initiatives of 2021. I look forward to 2022 being an even more successful year for everyone, as the world opens up and consumers continue to cherish, desire and live the natural diamond dream.”
NDC’s global ambassador, Ana de Armas featured in a campaign ‘Love Life’ that celebrated the joy of reconnecting with loved ones and living each moment to the fullest.
In November, NDC introduced a coffee table book titled ‘Diamonds: Diamond Stories’ published by Assouline. The book features stunning images, tall tales and interviews with top designers, tastemakers and enthusiasts, and is a reservoir of knowledge on diamonds.
The diamond industry has been actively working towards making the world a better place with its philanthropic initiatives. The ‘Thank You, By The Way’ campaign in partnership with the Gem & Jewellery Export Promotion Council (GJEPC) and The Responsible Jewellery Council (RJC) is an initiative which celebrates natural diamond purchases that benefit millions of people around the world. The campaign puts a spotlight on the industry’s decades-long commitment to sustainability which have benefitted people, communities and the environment globally.