The Natural Diamond Council (NDC) has introduced a partnership programme that gives jewellery retailers access to its multimedia advertising resources and other materials, which they can use in their own channels.

Under the initiative developed by the council, retailer partners will benefit from international NDC campaigns on a local level. Specifically, they can use non-campaign social media assets on the Only Natural Diamonds platform, educational resources and content. This content currently attracts over 300,000 global visitors daily to its website, according to NDC.

NDC CEO David Kellie commented, “As we continue working under a new context where the need for digital content continues to rise, it has become apparent there is an opportunity to collaborate and share resources with diamond jewellery retailers across the US.” 

NDC rebranded in June last year to focus on content and a new consumer facing identity and digital platform – Only Natural Diamonds. Its mandate includes investing in advertising globally and becoming the go-to digital publisher for innovative content covering new developments in the industry.

In September last year, NDC debuted the For Moments Like No Other global advertising campaign starring actress Ana de Armas. 

Retailers London Jewelers, Lux, Bond & Green, Days Jewelers and Walters & Hogsett Jewelers, among others, started participating in the partnership programme. The first installment of coop assets is set to debut in Spring 2021, according to NDC.