New Group Aims to Promote Colored Diamonds
February 01, 04
The Natural Color Diamond Association (NCDIA) has been established with the aim of changing consumers' perception about colored diamonds and boosting demand for the gems.
Members of the new organization are drawn from all over the world, from the most prominent rough diamond producers to diamond and jewelry manufacturers and retailers with established networks.
The impetus for setting up the NCDIA came from the Brown Diamond campaign and jewelry launched by Kashikey in Japan in 2002.
That promotion portrayed for the first time brown colored diamonds as being hot and exciting and the idea was formed for setting up a new group that would build a steady worldwide demand for natural color diamonds.
Moreover, in response to the growing HPHT and synthetic market, the NCDIA will seek to draw the public’s attention to the beauty and true value of natural diamonds and is preparing several promotional and educational programs.
“Fancy means fantasy, dream, and desire. And indeed, natural color diamonds are dream-like but they are real and they are authentic. You don't need to imagine them, you can own and cherish them,” insists one of the people behind the initiative Dilip Mehta, CEO and President of Rosy Blue and Vice-President of the NCDIA.