The Natural Diamond Council (NDC) has launched a new accreditation initiative aimed at identifying retailers who meet defined standards in product grading, staff training, customer service, sourcing practices and in-store diamond verification.
The Premier Retailer Accreditation is a complimentary program that offers participants a set of benefits and the use of the NDC Premier Retailer Seal.
Eligibility Criteria
To qualify for the accreditation, retailers must meet the following five standards:
- Offer a curated selection of natural diamonds graded by internationally recognized gemological laboratories
- Ensure store staff maintain comprehensive diamond education to guide customers
- Provide an in-store experience that presents the value of natural diamonds
- Use in-house diamond screening tools to verify the authenticity of diamonds sold
- Demonstrate transparency in ethical sourcing and business practices
The standards aim to support a uniform approach to presenting and selling natural diamonds across accredited retailers.
Retailer Benefits
Accredited retailers will have access to:
- Use of the NDC Premier Retailer Seal
- Participation in location-based social media campaigns
- Editorial features on naturaldiamonds.com
- Educational resources and training
- Invitations to NDC-organized events, including the Natural Diamond Club
- Printed and digital point-of-sale materials
Pilot Campaign and Industry Reaction
During the pilot phase, Ben Bridge Jeweler and Lux Bond & Green participated in digital testing.
“We experienced strong digital results from the Premier Retailer campaign and are particularly encouraged by the clarity of messaging,” said Lisa Bridge, Former President & CEO of Ben Bridge Jeweler. “As consumers navigate where to shop, this designation helps provide clarity as to what experience customers can expect from us.”
Kristina Buckley Kayel, Managing Director for the Natural Diamond Council, said: “In five years the NDC has become an established authority with consumers. This has benefited business for our 40+ retail partners who have participated in NDC’s cooperative marketing. They consistently outperform the market cycles due to their commitment to natural diamond marketing and education. Now is the right time to leverage NDC’s authority and expand the elevation of diamond retail through a visible Premier Retailer seal that marks adherence to formalized criteria which are communicated to consumers, instilling desirability and confidence in their choice of retailer.”
Retailers interested in applying or learning more can visit naturaldiamonds.com/premier-retailer.
