World Federation of Diamond Bourses (WFDB) president Yoram Dvash says the 2024 festive season showed some demand recovery for natural diamond jewellery, with sales having been stable.

Notably, he points out that independent jewellers outperformed large chains in terms of sales over the holiday period.

Additionally, synthetic diamonds continued to successfully compete with natural diamond market share.

Dvash states that natural diamonds demand is modestly recovering owing to stable US markets, with more demand expected to come from China this year. Prices will also likely trend higher this year.

“However, what is clear is that the industry needs to reposition natural diamonds as rare and emotionally significant, to differentiate them from synthetic alternatives,” he notes.

Recent marketing campaigns by De Beers and others are trying to send more emotive messages to the market about natural diamonds, with De Beers emphasising the emotional value of natural diamonds while adapting them to modern consumers. The company has revived its iconic slogan of “a diamond is forever”.

India’s Gem & Jewellery Export Promotion Council (GJEPC) has also launched new marketing initiatives to promote natural diamonds. In partnership with De Beers, the council created a programme to support independent retailers in India with customized campaigns and training.

The GJEPC is also collaborating with the Natural Diamond Council in the "make sure it’s a natural diamond" campaign, urging consumers to choose authentic natural diamonds, with the message “precious things are crafted.”

The WFDB is also doing its part to reposition natural diamonds as symbols of everlasting love. The organisation just launched a social media campaign called “Moments” that celebrates the emotional significance of natural diamonds in life’s most cherished memories.

The first post features a mother giving her diamond ring to her daughter, saying “this diamond has seen me through life’s most precious moments, and now it will witness yours”.

It adds, “a natural diamond like this isn’t just jewellery – it’s a symbol of permanence, a reminder of the bond we share, and a connection to the love passed down through generations”.

The tagline of the campaign is Crafted by Earth, Celebrated by You. More posts in this regard will feature on social media.

Dvash says promoting natural diamonds is a key goal of the federation. “This campaign is the first of several steps we are planning to portray the beauty and emotion inherent in natural diamonds.

“We believe that this is the most important direction for the natural diamond industry, which unfortunately has been neglected for many years,” he concludes.