First World Diamond Day Drives Surge in Global Searches

(IDEX Online) - Images from the first World Diamond Day (WDD), held on 8 April, reached around 30 million people, according to the Natural Diamond Council (NDC), which organized the event.

It says the WDD buzz prompted a 30% spike in global searches for natural diamonds, compared to the weekly average.

And on WDD itself, and the day before, mentions or attention around #naturaldiamonds roughly doubled.

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.

The NDC said more than 250 industry voices took part.

"The first-ever World Diamond Day drove a surge in global searches and social mentions for natural diamonds, signaling a meaningful spike in consumer interest alongside broad industry participation," it said.

WDD will be expanded into a broader consumer-facing movement in the coming years.

It was conceived not as a campaign, said the NDC, but as "an annual movement rooted in real stories, shared openly across platforms, and driven by collective participation".

Pic, courtesy NDC, shows some of the social media posts for World Diamond Day.