A new consumer campaign by the Natural Diamond Council (NDC) and the Responsible Jewellery Council (RJC) is emphasizing the positive impact of mined stones.
Under the tagline “Thank You, By the Way,” the program — which the NDC announced Wednesday [August 18]— highlights the industry’s sustainability efforts by explaining how consumers’ diamond purchases have benefited producing countries and local communities.
“Your marriage proposal with a natural diamond just helped protect the endangered rhinos and safeguard 200,000 hectares across southern Africa,” reads one of the ads, which will debut on the NDC’s social media channels this week and on its website at naturaldiamonds.com.
“Your natural diamond helps provide access to education for children around the world, including over half a million children in rural communities,” reads another, beside an image of a child reading a book.
The “Thank You, By the Way” campaign will also appear in print in a special edition of fashion magazine Women’s Wear Daily for the upcoming Couture show in Las Vegas. Visitors to both Couture and the main JCK Las Vegas show can view the full campaign at the NDC’s booth, the organization said.