2 hrs ago
Natural Diamond Council Rebrands as The Diamond Collective
The Natural Diamond Council has changed its public name to The Diamond Collective.
Its legal name will stay the Natural Diamond Council.
The organization wants more people to feel interested in natural diamonds.
It plans to do this by connecting diamonds with culture and explaining their value clearly.
CEO Amber Pepper helped create the new plan after speaking with businesses, designers and consumers.
The group also wants diamond companies to work together more closely.
A new Diamond Desire Index will measure how people in three countries feel about natural diamonds.
The group says more details and leadership appointments will be announced later.
The Natural Diamond Council will use The Diamond Collective as its public-facing name in most markets.
The organization said the rebrand supports a consumer-first, evidence-led and collaborative global strategy.
CEO Amber Pepper shaped the strategy after six months of consultation with industry participants and consumers.
The strategy aims to reconnect natural diamonds with culture, build consumer trust and generate sustained demand.
The new Diamond Desire Index will track consumer sentiment, purchase intent and recommendation in the United States, India and China.
- Who
- The Natural Diamond Council, now publicly known in most markets as The Diamond Collective, led by CEO Amber Pepper.
- What
- The organization announced a rebrand and a new global strategy focused on culture, consumer confidence and demand for natural diamonds.
- Where
- The new Diamond Desire Index will begin in the United States, India and China, while The Diamond Collective name will be used in most markets.
- When
- The announcement was published on September 23, 2026; the strategy followed six months of consultation.
- Why
- The organization aims to reconnect natural diamonds with culture, strengthen trust and encourage sustained consumer demand.
Key facts
- New public name
- The Diamond Collective
- Legal entity
- Natural Diamond Council
- Chief executive
- Amber Pepper
- Strategy focus
- Culture, trust, advocacy, transparency and collective industry action
- New measurement tool
- Diamond Desire Index
- Initial index markets
- United States, India and China
- Further announcements
- More strategy details and senior appointments are expected in the coming months
Quotes
The Diamond Collective
The organization formerly known as the Natural Diamond Council
“The strategy responds to a fundamental shift in how people discover, value and buy luxury. It sets a clear ambition for The Diamond Collective: to reignite desire for natural diamonds and convert that desire into sustained demand.”
thehindubusinessline.com
“The change is more than a rebrand: it represents a more ambitious way of working; consumer-first, evidence-led and collective by design.”
thehindubusinessline.com
Sources
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