Jane Smith Agency

Natural Diamond Council

How we disrupted the diamond industry
for a new generation

THE OPPORTUNITY

Natural diamonds are an object like no other. They have an intrinsic and emotional value that have been celebrated and admired throughout history. As the world and culture continues to evolve and shift, it is the responsibility of the Natural Diamond Council (formerly the Diamond Producers Association) – the trade organization that supports the natural diamond industry – to protect and support the growth and awareness of the incredible natural diamond industry.

THE OUTCOME

In collaboration with the Natural Diamond Council team on extremely expedited timelines during the COVID-19 crisis, we successfully created new trade and consumer-facing brands that reinvigorated the image of natural diamonds and connected with a new generation. In 6 months, we repositioned and renamed both entities with new logos and guidelines and created their editorial/publishing website, Only Natural Diamonds. We proudly conceived and produced a global broadcast and print campaign – shot in Europe during the height of the pandemic. Results to come!

The global ad campaign is supported by an international media buy – reaching markets all over the world.

NDC Editorial
ipnone
ipnone
ipnone

To drive relevancy with a new generation, we created a publishing website that is the only destination dedicated to the world of natural diamonds. In just 3 months, NaturalDiamonds.com is the largest traffic driving site in the industry.

Publishing Site

Readers immerse themselves in stories of style, innovation, love, culture, information, education, and more.

+ 0K
VISITS PER DAY; UP FROM 2.5K TWO MONTHS EARLIER
ipnone JSA Website_iPads_NDC
ipad

Editorial Content:

Object of My Affection

While couples were quarantined together, we commissioned an intimate photo series. The idea was simple: a diamond you love on a person you love.

SEE HOW WE DID IT THROUGH COVID-19
ipnone Heloise and Victor Demarchelier
ipnone Heloise and Victor Demarchelier
ipnone

Editorial Content: Commitment Across Cultures

We took a documentary-style look at couples and weddings from around the world, investigating the different ways in which natural diamonds play a part in various customs and traditions.This series highlights and promotes new ways of bringing diamonds into wedding celebrations no matter where they are.

SEE HOW WE DID IT THROUGH COVID-19
ipnone JSA Deck_SocialMockTemplate_NDC_2
ipnone JSA Deck_SocialMockTemplate_NDC_Editorial_1
ipnone