Sharing Special Photos for World Diamond Day

(IDEX Online) - The Natural Diamond Council (NDC) launched its inaugural World Diamond Day on 8 April, with people from over 50 countries sharing personal milestones and stories behind natural stones on social media.

Participants were urged to upload photos of family heirlooms or diamonds that were important to them because of engagements or anniversaries to Instagram, LinkedIn, Facebook or TikTok, using a World Diamond Day template.

"Simply post a photo that reflects what natural diamonds mean to you, whether it is a milestone, a memory, a piece of jewellery you love, or the journey behind it," was the message from NDC.

Among those who responded was Al Cook, CEO of De Beers Group, who posted "It's impossible for me to pick a favourite diamond - though the stunning Jwaneng 28.88 (pictured) that's about to go to auction at Sotheby's in Hong Kong is pretty special."

Amber Pepper, NDC's new CEO, posted: "Love, commitment, authenticity, simplicity and sincerity. The values I hold dear. Thank you to the Natural Diamond Council team for creating a day for us to pause and reflect."

The NDC said: "This isn't a campaign. It's a collective moment shaped by the people who join in, offering a chance to see natural diamonds through the lens of real people and real stories shared around the world in real time."

Ahead of World Diamond Day, the NDC said a wide range of diamond businesses would be involved, among them jewelry houses Repossi, Cece Jewellery, Foundrae, Anita Ko, and Buccellati, international retailers including Signet, Chow Tai Fook, and Jawharan, influencers including Diamonds Girl, The Champagne Gem, Stephanie Gottlieb, Kate Young, and Tallulah Willis.

Also the Gemological Institute of America (GIA), the World Diamond Council, the Responsible Jewellery Council, the Gem & Jewellery Export Promotion Council of India (GJEPC), the Antwerp World Diamond Centre (AWDC), the Dubai Diamond Exchange (DDE), the Shanghai Diamond Exchange, and the International Institute of Gemology (IIG).

Pic shows Al Cook's World Diamond Day post.