The Natural Diamond Council (NDC) and jewellery retailer Jos Alukkas have announced a partnership aimed at enhancing consumer education and appreciation of natural diamonds. The collaboration seeks to highlight the craftsmanship, heritage, and enduring value of natural diamonds while promoting transparency within the diamond industry.
Focus on Education and Transparency
The NDC, a global not-for-profit organisation supporting the natural diamond industry, will work with Jos Alukkas to inform consumers about the origin, rarity, and value of natural diamonds. Both organisations aim to enable consumers to make informed decisions when purchasing diamond jewellery by emphasising ethical and transparent practices in the sector.
Richa Singh, Managing Director of the Natural Diamond Council in India and the Middle East, highlighted the shared vision of the two organisations:
“Diamonds are symbols of love, tradition, and meaningful connections. At NDC, our goal is to educate and inspire consumers, equipping them with the right knowledge to allow them to make an informed purchase decision. Through my interactions with the Jos Alukkas team over the last few years, I realized the synergy between us, especially with our common commitment to grow the legacy of natural diamonds, bring the best to the consumer and drive home the ethics and transparency of this sector. I would like to thank the Jos Alukkas team and Varghese Alukka, Paul Alukka and John Alukka for supporting us and believing in our vision to celebrate the essence of these ancient heirlooms and the authenticity they represent. We will kickstart our collaboration with exciting content, informative facts, showcase of the best design & craftsmanship and the positive impact of the natural diamond world. Together, we hope to grow the industry and build the diamond dream for multitudes of consumers around the country.”
Consumer Demand and the Growing Appeal of Diamonds
Jos Alukkas has reported a rise in diamond jewellery sales in recent years, reflecting increasing consumer interest in natural diamonds.
Commenting on the partnership, Jos Alukka, Chairman of Jos Alukkas Group, stated:
“NDC’s association with Jos Alukkas will be a mutually beneficial partnership. While gold continues to be the mainstay of our business, we have recorded a notable year-on-year increase in diamond jewellery sales, and this growing demand amongst consumers illustrates the allure of natural diamonds. Over the last 60 years we have always aspired to offer the best to our customer, and so we chose to collaborate with NDC, an industry body which is known for supporting the transparency, integrity and ethics of the industry. We would like the Jos Alukkas consumer to be empowered with the right knowledge, and through this collaboration our team will be equipped to answer any questions that she may have. This partnership has the potential to reinforce customer loyalty, elevate brand credibility, showcase our design capabilities and exceptional service quality, enhance the team’s knowledge and continue our customer’s love for natural diamonds.”
