The campaign, which also includes the Gem Jewellery Export Promotion Council (GJEPC), aims to show the impact that consumer purchases have on producing countries and local communities.
The omnichannel campaign features a variety of sustainability facts about the natural diamond industry, highlighting both the socioeconomic and community benefits.
Richa Singh, managing director, India and The Middle East, Natural Diamond Council, said: “This campaign reflects on the good that the modern diamond industry along with GJEPC have done for communities and individuals who are both directly and indirectly associated with it.
“With this, we want every customer to take pride in the fact that their purchase has touched lives around the world positively and thank them for being a part of the journey.”
Iris Van der Veken, executive director of the RJC, added: “Consumers are looking for purpose and want to know if the company they buy from has strong values and robust management systems that integrate sustainability at the core of their operations.
“The RJC certification gives that third party assurance.”