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The NDC was established in 2000 with a mission to advance the integrity of the modern diamond jewellery industry and educate and support consumers. Photo: Natural Diamond Council
The NDC was established in 2000 with a mission to advance the integrity of the modern diamond jewellery industry and educate and support consumers. Photo: Natural Diamond Council

New program to help retailers increase diamond jewellery sales

The Natural Diamond Council (NDC) has outlined plans for a new educational program aimed at helping retailers improve diamond jewellery sales.

A recent study commissioned by the NDC found that 93 per cent of customers were more likely to purchase jewellery featuring ‘natural’ diamonds when they had been ‘properly educated’ by a salesperson.



“The research confirms that the role of the sales staff in educating customers is paramount.”
Kristina Buckley Kayel, NDC

The study was conducted in US 116 stores that carry either natural diamonds, lab-created diamonds or both, during December and January.

“The research confirms that the role of the sales staff in educating customers is paramount,” said NDC managing director Kristina Buckley Kayel.

“However, the content of that education is far from complete, especially in conveying the facts and storytelling around natural diamonds beyond the 4Cs.”

The data revealed 64 per cent of customers did not find in-store merchandising presentations of natural diamonds significantly differed from those of lab-grown.

Meanwhile, in 40 per cent of interactions, sales staff were recorded as not providing ‘adequate natural diamond education’ to generate a sale.

Only 6 per cent of respondents noted retailers spoke to them about ethical considerations and the importance of provenance.

The NDC was established in 2000 with a mission to advance the integrity of the modern diamond jewellery industry and educate and support consumers. It was formerly known as the Diamond Producers Association.

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