The Natural Diamond Council Rebrands as The Diamond Collective

By Karen Dybis | September 22, 2026

The Natural Diamond Council (NDC) has rebranded as The Diamond Collective, a global, industry-funded not-for-profit organization that plans to go on the offensive in an effort to unite the jewelry industry, protect diamond origins, and inspire consumers to choose natural diamonds, the council said Tuesday.

The abrupt rebranding with a new logo, purple color palette, and motto of “Old Soul, New Energy” came without media fanfare. Changes came throughout the morning as the NDC updated its social media pages with the new logo and debuted new pages to reflect the changes.

The move comes as the natural diamond industry and the NDC are seeking to re-energize interest in its products and services. Natural diamond prices have dropped. De Beers has paused some mining operations and other mines are closing. Synthetic or lab-grown diamonds are gaining market share globally, but especially in engagement rings within the United States.

Branding and marketing experts such as Keran Smith, co-founder and chief marketing officer at LYFE Marketing in Atlanta, say the new organization’s name is just the starting point for the diamond industry.

“A name change matters to consumers only when the name signals something meaningful to them. I am not sure that Diamond Collective provides any new information or signals a particular community to rally behind,” Smith says. “If the goal is to increase demand for natural diamonds, the industry’s bigger challenge is giving consumers a stronger reason to care about natural diamonds in the first place. A new name can support that strategy, but it can’t replace it.”

In a statement, NDC’s Amber Pepper described herself as the CEO of The Diamond Collective and said its goal is “more people choosing natural diamond. More often.”

“Over the past six months, we have listened to producers, retailers, brands, creatives, and consumers and challenged ourselves on where this organization can make the greatest difference. The answer is clear: create desire and turn it into demand,” Pepper’s statement read.

“For too long, we have played defense—allowing the original to be defined by a qualifier when in truth there is no worthy comparison. Diamonds are the original. They do not need a qualifier,” Pepper wrote. “That is why the Natural Diamond Council is becoming The Diamond Collective—a more confident, consumer-first expression of our renewed purpose and a more ambitious way of working.”

The Diamond Collective in a statement laid out its three main goals:

Unite: “Bring producers, retailers, brands, designers, and new voices together around shared priorities for growth.”
Protect: “Strengthen consumer confidence through clarity, transparency, and facts; challenge misinformation; and clearly differentiate diamonds from synthetic diamonds.”
Inspire: “Create desire through culture, creativity, and globally connected storytelling with a clear path to consideration and purchase.”

To unite the industry, The Diamond Collective is creating a Global Steering Committee to “bring more voices from inside and outside the industry directly into our work with clear mandates to guide priorities, challenge our thinking, and drive collective action.”

As for inspire, The Diamond Collective intends to invest in fashion—that means building sustained relationships with the designers, houses, and institutions shaping global fashion and culture. It said it will debut its first fashion partnership in 2027.

On its Instagram, The Diamond Collective posted a video that flashes a variety of images from a figure skater to a man’s back to people kissing. It also shares a plethora of words, including expansive, victory, passion, power, and confidence. It adds phrases as well, including “no two stories or stones alike” and “united by the wonder of diamonds.” The music is manic, moving as fast as the images.

The post’s caption, “Billions of years old. Just getting started. Welcome to The Diamond Collective,” earned cheers from some of its commenters, including one who added, “Here we goooo” with a fire emoji, and another noting, “I’m here for it.”

The Diamond Collective’s statement also includes previously released updates, including that the NDC was working on a Trustmark for natural diamonds and a Diamond Desire Index to add data to whether its efforts along with those of the industry are effective. It also noted that it is going to put more marketing efforts behind World Diamond Day to unite industry members and the public.

Logo courtesy of The Diamond Collective