Rallying for the Real Thing

Solitaire International: The natural diamond industry is stepping up its marketing game, uniting around a shared mission to reclaim market share from lab-grown competitors.

Image credit: NDC

With fresh campaigns, stronger retail partnerships, and a renewed focus on education, De Beers Group and the Natural Diamond Council (NDC) are calling on the trade to actively amplify the message they're putting out. As the battle for consumer loyalty heats up, the industry seems to be finally rallying behind a global strategy to stimulate sales of natural diamonds.

Read my latest piece for Solitaire International: Rallying for the Real Thing: The Natural Diamond Trade Fights Back