Amber Pepper, the newly appointed CEO of the Natural Diamond Council (NDC), signalled a major strategic shift towards the Indian market during a high-level meeting at the GJEPC head office in Mumbai on 30th April. Accompanied by Richa Singh, Managing Director for India and the Middle East, NDC, Pepper met with top GJEPC leadership to discuss the future of natural diamond promotion and industry collaboration.
GJEPC was represented by Kirit Bhansali, Chairman; Shaunak Parikh, Vice Chairman; Anoop Mehta, Convenor – Diamond Panel; Ashish Borda, Convenor – PMBD; Mital Doshi, Convenor – BITC; Ashish Mehta, Co-opted Member – Diamond Panel; and Sabyasachi Ray, Executive Director.
Pepper revealed that the NDC plans a substantial increase in its investment into marketing efforts specifically focused on India, driven by the strong growth and “sophisticated” consumption patterns of India’s Gen Z and millennial audiences.
“India is a priority for us,” Pepper stated, highlighting that while global markets face challenges, India has shown organic growth and high penetration. “The opportunity here is that the lion’s share of diamond purchases are coming from a young, digital-first audience.”
The meeting also discussed concerns regarding nomenclature, consumer confidence, and the impact of the current global economic climate.
Following the meeting at GJEPC, Pepper took part in an interactive session with leading members of the diamond trade. During this session, she drew on her extensive background in fashion and luxury, including high-level roles at Harrods and Coach, to advocate for a “desirability-led” marketing strategy.
“We have to stop talking about the crisis and start promoting the desirability of natural diamonds,” Pepper told the trade members. “Our mission is to ensure the inherent uniqueness of natural diamonds is honoured as a symbol of life’s most cherished moments.”
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