by Julius Zheng, GIA GG
Natural Diamond Council is a not-for-profit organization committed to inspiring and educating consumers on the values of natural diamonds and the positive global impact of the industry. In this exclusive interview on behalf of China Diamond Yearbook 2025 and Gem Spectrum, Mr. David Kellie, Global CEO of the NDC reveals the initiatives of the NDC and his view on the market situation, the Luanda Accord, cooperation with China, sustainability, and sales training strategies.
How would you describe the current market situation for natural diamonds in key regions like the USA, India, Europe, and China in 2024 and 2025? Are there any notable trends or challenges specific to each market?
Global markets are currently exhibiting significant divergence after a period of synchronized behavior. The performance landscape is distinctly varied by region:
As the world’s largest market, the U.S. is performing strongly, particularly in the high-end segment for larger diamonds. This is buoyed by a robust economy and record-high stock market. While the mid-tier segment faced headwinds from inflation and higher interest rates, it is now showing promising signs of renewed growth after a period of stagnation.
The European market is also healthy, supported by strong performance from global luxury brand.
The Indian market is currently booming, driven by strong economic growth that is fostering high consumer confidence.
After a challenging post-pandemic period, the Chinese market is demonstrating the first encouraging signs of recovery. This positive trend is reported by both the Shanghai Diamond Exchange and major retailers, marking a welcome turnaround.
What factors are driving consumer demand for natural diamonds in these regions, and how do you see this evolving over the next few years? How has the global economic climate impacted the natural diamond industry, and what strategies is the Natural Diamond Council employing to navigate these challenges?
While consumer habits evolve, one tradition holds firm: the natural diamond engagement ring. Its importance in Western culture remains undeniable, serving as a powerful symbol of commitment.
This is continually reinforced through two key channels. The first one is Personal Milestones. High-profile engagements, such as Taylor Swift’s with a classic old mine diamond, highlight the diamond’s enduring role in celebrating and confirming a lifelong partnership. The second one is Public Display. On global red carpets, from the Emmy Awards to events worldwide, celebrities almost universally choose natural diamonds, cementing their status as the ultimate symbol of luxury and significance.
In essence, the natural diamond continues to be the consistent and irreplaceable choice for marking life’s most important relationships.
Luanda Accord is a great achievement of NDC in June 2025, which is a landmark agreement where several African diamond-producing nations committed 1% of their rough diamond revenues to the NDC for joint marketing efforts. What is the significance and impact of this Accord?
The Luanda Accord marks a pivotal commitment from the world’s leading diamond-producing nations, in collaboration with key industry centers in Dubai, Antwerp, and Mumbai. Its purpose was to establish a unified framework for funding the global promotion of natural diamonds.
In the past, a substantial promotional fund ensured consumers recognized the value of natural diamonds, but this has significantly diminished in recent years. The critical importance of the Luanda Accord was to secure commitment from the producer countries – those with the greatest stake in maintaining the value of natural diamonds – to actively support their marketing.
Under this Accord, producers have pledged to contribute a modest yet highly significant one percent of their diamond revenues to a global promotion fund. This commitment is not the final step, but a foundational one. We envision this initiative growing to include more partners across the industry, from cutting centers to retailers.
Ultimately, sustaining the value of natural diamonds is not the responsibility of a single entity, but a shared mission for the entire industry. We greatly value the role of journalists in helping to tell our story, and we were particularly encouraged to see the diamond-producing nations of Southern Africa lead the way with their commitment. We now call on others to join this essential effort.
China is a significant market for natural diamonds. Can you share insights into the cooperation between the Natural Diamond Council and Chinese stakeholders, including Shanghai Diamond Exchange (SDE), retailers and consumers? What unique strategies or campaigns have been implemented to resonate with Chinese consumers and strengthen the presence of natural diamonds in this market?
This spirit of cooperation is especially powerful when promoting the timeless value of natural diamonds, where retailers work seamlessly with the Shanghai Diamond Exchange. Together, we speak with one voice.
This unified approach takes many forms: large-scale campaigns, social media initiatives, retailer-led promotions, and comprehensive staff training. When every participant aligns behind a single vision, we create powerful, collective statements that resonate deeply.
On September 22 in Shanghai, we are proud to launch a new campaign featuring the renowned celebrity Deng Wei, who becomes the new face of natural diamonds on behalf of the Shanghai Diamond Exchange. Developed in partnership with the Natural Diamond Council and eight major retailers, this initiative exemplifies the impact of our collaborative model.
NDC is cooperating with Shanghai Diamond Exchange on a new campaign featuring Deng Wei, to promote natural diamonds in China.
The early results are already encouraging. Since the campaign went live, we have received positive feedback from both retailers and consumers. The Chinese market has its unique consumer behaviors, but when you connect authentically, the potential for rapid and significant success is immense.
Complementing this campaign, we are launching a three-week exhibition in Shanghai with Bazaar Jewelry media. Titled “A Lasting Brilliance,” the exhibition traces the profound role diamonds have played throughout history and culture.
The NDC has been a strong advocate for the value of natural diamonds. What initiatives are currently in place to champion their authenticity and emotional significance? Why are value and emotional significance getting even more important in the current market situation?
Today’s consumers appreciate the timeless beauty of diamond jewelry, but they are looking for more. They seek a deeper connection—a story. They want to understand a product’s origin, its meaning, and the values of the business behind it.
This is where the story of natural diamonds becomes profoundly relevant. Each natural diamond is a unique miracle of nature, formed billions of years ago deep within the earth under immense pressure. No two are alike. In a world of mass-produced, identical products, a natural diamond serves as a powerful symbol of individuality. It allows us to express our unique personality and what we stand for.
Sustainability is a growing concern for consumers. How is the Natural Diamond Council driving industry-wide sustainability efforts, and what progress has been made so far? How do you address the concerns of environmentally conscious consumers?
A key part of the story consumers want to hear is about sustainability. The natural diamond industry is deeply committed to this responsibility, which is managed with a long-term perspective from start to finish.
Before a mine even opens, a financial assurance is secured by law to guarantee the land will be returned to its natural habitat. The industry operates with extreme care to minimize its environmental footprint, ensuring that decades after a mine closes, the landscape is restored.
While lifestyles have transformed over centuries, natural diamonds have remained a constant – a connective thread across time. Our campaigns not only explore their historical significance but also reaffirms their enduring relevance in modern culture.
A crucial part of our narrative is highlighting the natural diamond industry’s extensive positive impact. Beyond being symbols of celebration and commitment, natural diamonds support a global ecosystem.
The industry sustains over 10 million livelihoods worldwide. In Southern African nations, where communities depend heavily on diamonds, approximately 80% of a rough diamond’s value remains within the source country. This revenue is vital, funding essential services like education, healthcare, and infrastructure, and providing a livelihood for millions.
Ultimately, our mission is to showcase this powerful dual narrative: the enduring cultural significance of natural diamonds and their profound, positive impact on people’s lives across the globe.
Concurrently, the focus on community benefit is paramount. The goal is to ensure that local populations prosper through the industry’s presence. This is achieved not just through employment, but by investing in critical infrastructure – building schools, hospitals, and roads that create a foundation for a thriving future.
While there is always more work to be done, I am incredibly proud of this industry’s efforts. I believe it is unique in its dual commitment to minimizing its environmental impact while actively working to maximize its positive socio-economic legacy, ensuring the benefits are shared with the millions of people whose lives it touches.
One of the challenges in retail is ensuring sales associates are well-equipped to engage with consumers. What training programs or resources does the NDC provide to help sales associates effectively communicate the value of natural diamonds? How do you encourage sales associates to proactively engage with consumers and tell the story of natural diamonds, rather than simply responding to questions?
This is indeed a key challenge for our industry, and I am delighted to report that here in China, our retail partners are embracing this responsibility with the utmost seriousness.
We collaborate with most of the major retailers in the country to develop comprehensive training programs for their sales professionals. We recognize that retail staff can change frequently, which makes continuous, high-quality training essential.
Our core philosophy is to empower these professionals to become storytellers. As you rightly noted, successful selling is not merely about answering a customer’s questions; it is about creating lasting emotional value. We train staff to proactively share the profound narrative of natural diamonds – their ancient origin, their unique journey from deep within the earth, and the positive socio-economic impact they have on the communities where they are recovered.
These are the elements that truly resonate with the modern consumer, yet they are details a customer often doesn’t know to ask for. By providing tools and knowledge, we enable retailers to illuminate this deeper value.
Ultimately, we believe that when a consumer understands this full story, their connection to the diamond transforms. It ceases to be just a beautiful piece of jewelry and becomes a meaningful symbol – a testament to billions of years of nature’s artistry and a positive legacy for the people who helped bring it to life. This emotional connection is what truly endures.
Special Note:
This exclusive interview by Julius Zheng has been commissioned by China Diamond Yearbook (2025). Special thanks to Shanghai Diamond Exchange, the publisher of China Diamond Year Book, for the approval of publishing this interview on Gem Spectrum.
This article was also published and printed on Gem Spectrum print magazine Issue #5 Autumn 2025, page 2. Please browse the Flipbook below. Full-screen viewing and downloading are possible.
