Jane Smith Agency
Natural Diamond Council
for a new generation.
Tasked to change perceptions about the natural diamond industry to be more
relevant for a younger generation, we repositioned The Diamond Producers
Association to become the Natural Diamond Council and developed a consumer
facing entity – Only Natural Diamonds.
A New Identity
To drive relevancy with a new generation,
we created an editorial website to be the only destination dedicated to the world of natural diamonds.
In just 3 months, NaturalDiamonds.com was the largest traffic driving site in the industry.
We developed a destination for consumers to immerse themselves in stories of style, innovation, love, culture, information, education and more.
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.
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.