Diamond Producers Association officially renamed as NATURAL DIAMOND COUNCIL and exploring the dazzling world of natural diamonds

SINGAPORE,June 2,2020 --NATURAL DIAMOND COUNCIL,formerly known as 'Diamond Producers Association' (DPA) has re-branded its name and platform. As part of the launch,NATURAL DIAMOND COUNCIL will also reposition its consumer identity (formerly known as 'Real Is Rare,Real Is A Diamond') under the brand name,Only Natural Diamonds. The NATURAL DIAMOND COUNCIL will serve to promote the desirability of natural diamonds and support the integrity of the diamond jewelry industry. As an industry authority,the NATURAL DIAMOND COUNCIL will continue to invest in advertising globally and will also become the go-to digital publisher for innovative content covering all that's new and exciting in the industry.

Diamond Producers Association officially renamed as NATURAL DIAMOND COUNCIL

The new Only Natural Diamonds platform

"The current economic climate creates unprecedented challenges for the luxury industry. But,as the climate improves,natural diamonds will connect stronger than ever before. And people treasure relationship and bond stronger than ever. Consumers will have a greater respect for all things natural and seek brands that have an honest mission to be truly sustainable. They'll be purchasing luxury goods with a greater meaning,particularly those celebrating connections between friends and loved ones," said NATURAL DIAMOND COUNCIL CEO,David Kellie. "We need to speak to the younger audience in a different way and we're delighted to have brought in a number of partners that will contribute to the new world of natural diamonds we're creating."

David Kellie,CEO of the NATURAL DIAMOND COUNCIL

"Our new digital platforms will inspire and inform consumers globally about the values and heritage of natural diamonds,as well as promoting the significant innovation happening throughout the world of natural diamond jewelry," added Mabel Wong McCormick,Managing Director for NATURAL DIAMOND COUNCIL,Greater China,"the younger audience is clearly engaged and inspired when we present ourselves with authority in the digital world. It's our aim to be number one across all digital platforms in our industry and our ambitious plans reflect these goals."

Mabel Wong McCormick,Managing Director of NATURAL DIAMOND COUNCIL,Greater China

The new NATURAL DIAMOND COUNCIL website is a digital platform and resource celebrating all that is great in the world of natural diamonds. It includes feature articles from editorial jewelry veterans such as,Jill Newman,Marion Fasel and Carol Woolton,as well as content from innovators from the worlds of jewelry and publishing. The website offers insightful coverage under six key pillars connecting the natural diamond world - #Epic Diamonds#,#Hollywood & Pop Culture#,#Love & Diamonds#,#Style & Innovation#,#Diamonds 101# and #Inside the Diamond World#.

The NATURAL DIAMOND COUNCIL website will also dedicate significant coverage as a trusted educational hub providing all the facts needed when considering buying natural diamond jewelry. Areas of focus will include access to the sustainability and ethical practices of the producers as well as buying guides,all presented in a dynamic and engaging tone.

Alongside its debut,NATURAL DIAMOND COUNCIL launches its '2020 Fall Jewelry Trends Report',a compilation forecasting the natural diamond jewelry trends from leading experts. Style Collective members include Editor At Large,who penned the report; Curator of Best Jewels,Katerina Perez; Celebrity Stylist,Cristina Ehrlich; Jewelry Director at Moda Operandi,Will Kahn; and British Vogue's Jewelry and Watch Director,Rachel Garrahan. The biannual trend report will serve as both a guide for retailers for the upcoming season and a reference for consumer titles incorporating styling tips. Regardless of whether it's a heart-shaped special symbol or personal imprint,jewelry is meant to express emotions. Elegant "goddess-like" design,"gypsy-style" ring,playful mismatched earrings or minimalistic yet modern rings,these will be tailored to suit and bring out the personalities of consumers.

From: 2020 Fall Jewelry Trends Report

The NATURAL DIAMOND COUNCIL also launches with a new website dedicated to the industry and features a resource portal for Diamond Professionals. This new hub will provide easy access to an array of industry resources,customizable marketing materials,e-learning programs,and the latest industry news.

The launch of the NATURAL DIAMOND COUNCIL reflects the collective commitment of its members,ALROSA,De Beers Group,Dominion Diamond Mines,Lucara Diamond Corp,RZ Murowa,Petra Diamonds and Rio Tinto,to the growth of the industry going beyond the current economic crisis.

"There is no task more important than inspiring consumers with what we call 'the Diamond Dream,'" said Stephen Lussier,Chairman of the NATURAL DIAMOND COUNCIL. "Our mission is to educate consumers on the industry and positive social contribution natural diamonds make to the world today. Our members are committed to these goals and the launch of the NATURAL DIAMOND COUNCIL marks an exciting step on this path."