The Natural Diamond Council (NDC) and the Responsible Jewellery Council (RJC) have teamed up for a new campaign designed to highlight the work the natural diamond industry has been doing for decades to make itself more sustainable.

The campaign, titled ‘Thank you, by the way’, is aimed at consumers who want to know where their diamond is coming from, as well as how it is impacting the countries and communities from which it comes.

The omnichannel campaign features a variety of engaging sustainability facts about the natural diamond industry, highlighting both the socioeconomic and community benefits.

The series of nine creative executions will debut across the NDC’s social media channels this week, with a dedicated page on the Only Natural Diamonds website.

“This isn’t a new topic for the diamond industry,” said David Kellie, CEO of the Natural Diamond Council. “For the last two decades the industry has been doing this work, putting sustainability at the forefront of everything they do.

“But now more than ever, consumers have an appetite for it, they want to know the impact of what they are buying, and how their purchases are contributing to the regions and communities producing them.

“Through this campaign, we would like to thank our consumers for their trust and support in doing good around us.”

Iris Van der Veken, executive director of the RJC, said: “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.”