IN INDIA, THERE IS A BIG, UNTAPPED MARKET FOR DIAMOND JEWELLERY: David Kellie

In a one-one-one interaction with Diamond World, David Kellie, CEO of Natural Diamond Council (NDC), shares his insights on NDC's marketing and promotional activities, sustainability, his views on the emerging lab-grown diamond sector, and more

Q What are the major highlights in the journey of Natural Diamond Council in 2022?

A: In 2022, we were only a year and a half or two years into the world, as we saw it. The stock markets dropped by 20% or more. You had the Ukraine crisis, the threats of recession, rising interest rates, and yet, with the exception of China, the industry has done well. If someone had lined all that at the start of the year and said, these can be your challenges, where do you think you'll be, none of us could have been as optimistic as to say we will almost be on par with 2021 or 2022. We are now dealing with a new kind of a consumer, who has purchasing power. The consumer has choice. We're starting to speak to her through social media, through digital channels. But we have a long way to go.

2022 was a good year for us, and demonstrated that when we get things right, success will follow, and follow pretty quickly. At NDC, we have continued to push on digital, on all of our social platforms. We've continued to celebrate all that's great about diamonds, about the emotions of diamonds, what they bring to people, the values of diamonds. And so, for us, it's been about building on that through the years.

Q A robust content marketing plan has always been part of NDC's  strategy since the rebranding. What have you identified as some of the high performing marketing activities since you started this journey of rebranding?

A: Yeah, I think the world of social media gives us all a huge advantage, because everyone I meet says we've got to tell a story. And much of the story has an emotional connect. For some, it's sustainability. For some, it's about the jewellery, and for others, it's about being a celebrity.