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The Natural Diamond Council has announced the launch of a new platform; Real. Rare. Responsible.
The platform is aimed to showcase the unique beauty and rarity of natural diamonds, and the ethical responsibility inherent within the global natural diamond industry.
The launch comes after NDC’s global ambassador Lily James experienced this through two discovery trips.
Last week, NDC and James embarked on a discovery adventure of the Northwest Territories (NWT) of Canada.
Kristina Buckley Kayel, managing director and CMO, North America at NDC, said: “Our mission is to inspire and educate consumers on the unique values of natural diamonds and the positive impact and commitments of the industry.
“The new framework of Real. Rare. Responsible cohesively ties in our mission throughout NDC’s editorial destination, celebrity ambassador and sustainability global advertising campaigns, as well as all social channels. In doing so, these real, billion-year-old finite geological marvels, and the responsible and positive impact of the industry are conveyed consistently across all consumer touchpoints directly and through our retail partners.”
