The rare phenomenon of a natural diamond is what makes it a timeless piece to adorn and cherish for generations. The hardest substance found on Earth, diamonds come in varieties, polished and unpolished, cut and uncut. They inspire beauty, envy and pride. Each stone is special because of the story that comes along with it. The depth of the earth’s bosom that it comes from, the process it goes through and the final beauty it becomes.
The Natural Diamond Council is probably the only trusted name for natural diamond aficionados. The trust that the brand inspires in customers is possibly its most treasured possession. The NDC not only sells natural diamonds but takes it upon itself to educate and formalise stakeholders with the different aspects that come with the precious stone. Fraught with history and legends, love and legacy, these stones inspire a curiosity that may have remained unrequited had it not been for the NDC’s New Year step.
INDIA AT HEART AND THE MONTH OF LOVE
The NDC decided to usher in the year with an onus on the Indian history of diamonds. Called “India at heart”, the campaign focused on India’s link to the precious stones and had run through the month of January to commemorate Republic Day on the 26th of that month. The theme delved into the diverse cultural twists that the Indian legacy has lent to natural diamonds.
This story is from the January - February 2021 edition of The Retail Jeweller.
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This story is from the January - February 2021 edition of The Retail Jeweller.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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