The DPA has relaunched under a new name, Natural Diamond Council (NDC). The
mission of the NDC is to promote the desirability of natural diamonds and support
the integrity of the diamond jewellery industry. As an industry authority, the NDC
will continue to invest in advertising globally but has evolved to become a go-to
digital publisher for innovative and educational content.
As part of the launch, the former consumer identity Real is Rare, Real is a Diamond
was rebranded as Only Natural Diamonds (OND). The new OND website is a digital
platform celebrating the remarkable heritage and values of natural diamonds
and features a variety of insightful coverage under six key pillars: Epic Diamonds,
Hollywood & Pop Culture, Love & Diamonds, Style & Innovation, Diamonds 101 and
Inside the Diamond World.