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.