What is the future of natural diamonds ?

On the occasion of his visit to Paris for the BIG BANG diamond exhibition, we had the chance to interview David Kellie, the President of the Natural Diamond Council who explained his mission and gave us his vision on the future of natural diamonds with all the transparency and traceability actions already put in place.

Hello Mr. Kellie, you are the President of the NDC, can you tell us what its mission consists of?

The Natural Diamond Council (NDC) is an international organization dedicated to the promotion of natural diamonds and the protection of their integrity. The main mission of the NDC is to promote natural diamonds as precious stones, while highlighting the ethical and sustainable principles of their production.

The NDC strives to strengthen the public's understanding of the authenticity, beauty, and history of natural diamonds, while supporting initiatives that promote positive and social impact in the industry.

We work closely with producers, designers, retailers, and other industry players to promote responsible practices and a clear message around natural diamonds.

What is your assessment of the NDC's actions since its creation?

Since the creation of the Natural Diamond Council, we have worked with determination to strengthen the position of natural diamonds in the global market, with a focus on the intrinsic values of diamonds, namely their rarity, desirability, and ethical and social value.

From a global point of view, our balance sheet is very positive. As a young organization, we have managed to build consumer trust by demonstrating that natural diamonds can be an ethical and responsible option, as well as being a symbol of timeless beauty.

We have launched awareness campaigns to inform the public about the importance of diamonds' social and sustainable impact, with initiatives such as the Diamond of Botswana or our "PS thank you" campaign or our latest "Real, Rare, Responsible" campaign

At the same time, the NDC has been able to develop strong partnerships with key players in the sector, from producers to retailers, to highlight local initiatives. Thanks to these collaborations, we have launched several communication campaign projects around the world.

Finally, we have been able to modernize the image of natural diamonds through digital initiatives and innovative marketing campaigns, such as our recent "Real, Rare, Responsible" campaign, which was a great success in highlighting the unique characteristics of natural diamonds.

In short, although we have already achieved a lot, there is still work to be done. We continue to evolve and adapt to the challenges of our industry, building on the values of accountability, transparency and authenticity.

We have a lot of professionals who follow us, what message do you want to send to French jewellers in order to encourage them to join you in your actions?

It's really important that we work together as an industry. Even if it is healthy to be in competition for the actors of the profession, there are certain subjects that must be supported collectively in the interest of all, such as telling the story of diamonds. Because it's a unique and completely incredible story.

The industry needs to understand this and be able to talk about it eloquently with its customers, the press, journalists and influencers like you.

France is a reference for luxury and the taste of beautiful things like no other country in the world. So it's really important that we are aware of it and that we appreciate it, but also that we use it to help tell the world the magic of natural diamonds.

We do not yet have an official structure to join the organization in France because we are still a very young organization, but we have an ambassador, Mrs. Mina El Hadroui, who represents us in France and who has done a tremendous job in recent years to federate French companies in the sector and set up common actions that must be able to serve the entire profession. If you don't know her yet, I invite you to get in touch with her.

What are the difficulties you face in blockchain today?

The natural diamond industry is accelerating its traceability initiatives and leveraging technologies such as blockchain to bring transparency to its supply chains.

Historically, the traceability of raw materials and minerals for diamonds around the world has been difficult, but today, traceability along the entire diamond supply chain from mine to market is being realized.

Natural diamond retailers are launching their own traceability platforms and collaborating with technology providers to ensure their supply chains meet the requirements of global social and environmental regulatory policies, as well as their customers' heightened expectations for sustainability. Traceability solutions include Sarine, Everledger, and iTraceIt.

The De Beers Group was the first to digitally track a diamond from mine to store in 2018, tracking the journey of 100 high-value diamonds using its blockchain platform, Tracr.

How does it work? Tracr uses a combination of different technologies, including blockchain, Internet of Things, artificial intelligence, scanning equipment, and high-level security, to enable the capture of physical attributes and a 3D image of an individual diamond. This creates a digital – or "active" – identifier that allows its history to be traced.

The digital ID can then be passed on to the next step in the value chain, allowing details of a diamond's origin and provenance to be shared at every stage, all the way to the retailer.

The Tracr platform is the first of its kind and includes advanced data security and privacy features. 1.5 million rough diamonds are currently registered on the Tracr platform.

What do you want to say to the consumer who is about to buy a diamond?

Buying a diamond is a unique experience, an investment in a piece of jewelry that crosses generations. To those who are about to make this choice, I would say: take the time to ask your jeweler about the quality of the diamonds, but above all, keep in mind that this piece of jewelry is not only a purchase, but a symbol of precious moments, whether for yourself or to give to someone special.

You are in Paris for the BIG BANG exhibition from November 21 to 24 at La Cité, what message do you want to convey?

The diamond is more than just a gem, it is a symbol that has inspired the greatest artists, designers and architects. This exhibition gives the diamond an identity that is little known to the general public, that of its unique, inspiring character, recalling its deep geological history.

Originating from the bowels of the Earth, they are formed at extreme pressures under rare conditions, making them both valuable and unique. By highlighting the natural origin of these diamonds, the exhibition also evokes the incredibly long and complex processes that make them so exceptional, a true miracle of nature.

How does the work of photographer Sonia Sieff resonate with the NDC's mission?

Sonia Sieff is known for her delicate and sensual artistic approach to photography, often centered on raw beauty, the human form, and intimacy. Rough and cut diamonds are a link with emotional and sensory nuances, and it is our mission at the NDC to highlight the diamond and this relationship to emotion.

This exhibition particularly touches me because it is a unique and individual interpretation of the origins of native diamonds. Native diamonds have an incredible history behind them because they are millions of years old. And, the way Sonia has interpreted this story in these incredible photos is truly inspiring

What are your future goals for the NDC?

We want to continue to bring the history and uniqueness of natural diamonds to consumers, using innovative campaigns, and also continue to tell the story of the local communities that make a living from this industry.

We just launched a book on the history of the engagement ring that has never been done before and it's interesting to bust some myths with this story and see that the engagement ring has been a partner of the culture for hundreds of years (only available in USA)

We have also set up regular reports so that we can inform the public and the consumer so that they do not have a wrong idea and thus bring a focus on countries, stories and on positive impact and sustainability. We are committed to verifying all our sources and providing impeccable reports. It takes time and we have put in place the report on Canada's diamonds, and we plan to provide more on a regular basis.

Thank you David Kellie for this precious time and clarification on the future of natural diamond which looks very positive.

I hope that this article has been as informative for you as it is for us, and if you have any questions on the subject, please let us know as we can relay them to the NDC.