World Diamond Day Campaign Fuels 30% Surge in Global Diamond Searches
The Natural Diamond Council (NDC) reported robust global and regional engagement following the first-ever World Diamond Day held on April 8, 2026. The initiative successfully boosted consumer interest while aligning stakeholders across the industry.
Conceptualized as a social-first movement, the campaign united participants from over 50 countries, including miners, manufacturers, designers, retailers, and media. This widespread activation led to a 30% increase in global search demand for natural diamonds, along with nearly double the activity around #NaturalDiamonds within just 24 hours.
The campaign demonstrated both scale and depth, with contributions from more than 330 industry participants across India and the Middle East alone, reaching over 45 million users. Social engagement saw a sharp spike between April 7 and 8, reinforcing strong consumer traction. Participation extended across the entire value chain, highlighting a cohesive industry effort.
Notable contributors included designer Farah Khan Ali, along with international brands such as Boucheron and Repossi. Auction houses like Sotheby’s and Christie’s also participated, underscoring cross-industry collaboration.
Retailers across India, the Middle East, the United States, and China joined in, including brands like Malabar Gold & Diamonds and Joyalukkas.
Key industry organizations and manufacturers supporting the initiative included Gem & Jewellery Export Promotion Council (GJEPC), Gemological Institute of America (GIA), World Jewellery Confederation (CIBJO), Shree Krishna Exports (SRK), Bharat Diamond Bourse (BDB), Hari Krishna Exports (HK), Rosy Blue, and Julius Klein.
At the BDB, installations and digital displays spread across its 20-acre campus engaged over 70,000 participants, while company-led initiatives mobilized thousands of employees globally.
The campaign also saw active participation from diamond-producing nations such as Botswana, Angola, Canada, and South Africa, bringing origin-based storytelling into focus.
The NDC plans to establish World Diamond Day as an annual global initiative, aimed at sustaining consumer interest through authentic, industry-driven narratives.