Jane Smith Agency

Natural Diamond Council

Disrupting the diamond industry

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.

NDC Editorial
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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.

Editorial Site

We developed a destination for consumers to immerse themselves in stories of style, innovation, love, culture, information, education and more.

+ 0K
VISITS PER DAY; UP FROM 2.5K TWO MONTHS EARLIER
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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
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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
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