Jewelry Industry News: Diamond Council Rebrands

Today’s jewelry industry news roundup covers a major rebrand, a fresh design direction from De Beers, and a busy week of trade events and partnerships. The Natural Diamond Council relaunched as the Diamond Collective, signaling a new chapter for natural diamond promotion. Meanwhile, De Beers pushed diamond cabochons as a design story tied to its “Earth Made” message.

Retailers also have plenty to track on the business side. INSTORE acquired JA New York, Uneek Jewelry partnered with Wish Upon A Wedding, and AGS Conclave handed out its top annual honors in Orlando. In addition, De Beers released its 2025 Sustainability Report, which tracks carbon reductions and community investment.

Diamond Collective — Natural Diamond Council Rebrands

The Natural Diamond Council relaunched today under a new name: the Diamond Collective. The organization serves as the natural diamond industry’s primary promotional and marketing body. Moreover, the rebrand signals a strategic shift in how the trade presents natural diamonds to consumers.

The Diamond Collective name leans into collective action across miners, cutters, and retailers. For example, the shift suggests a broader coalition approach rather than a single-category push. As a result, retailers may see updated marketing assets and campaign language in the months ahead.

• The Natural Diamond Council is now the Diamond Collective.
• The rebrand affects the industry’s main natural diamond promotion body.
• Retailers should expect updated campaign materials.

De Beers — Diamond Cabochons and the “Earth Made” Push

De Beers is leaning into diamond cabochons to drive its “Earth Made” positioning. A cabochon is a smooth, unfaceted cut that emphasizes a stone’s natural character. Furthermore, the style offers a softer, more organic look than traditional brilliant cuts.

The move connects design innovation with provenance storytelling. Similarly, “Earth Made” frames natural diamonds around their geological origin. For this reason, cabochon cuts give retailers a fresh way to talk about natural stones with clients who want something less conventional.

• Cabochons are smooth, unfaceted diamond cuts.
• De Beers ties the style to its “Earth Made” message.
• The look appeals to buyers seeking something distinctive.

AGS Conclave — Awards in Orlando

AGS Conclave presented its Sallie Morton, Guild of the Year, and John J. Kennedy awards in Orlando. The annual gathering brings together jewelers focused on grading standards and craftsmanship. Also, the awards recognize individuals and organizations that advance the trade.

The Sallie Morton award honors contributions to the industry, while Guild of the Year recognizes standout regional groups. The John J. Kennedy award rounds out the honors. As a result, the event highlights the people and groups shaping professional standards.

• AGS Conclave handed out three major awards.
• The event took place in Orlando.
• Awards recognize industry service and standards.

Uneek Jewelry and INSTORE — Partnerships and Expansion

Uneek Jewelry announced a national partnership with Wish Upon A Wedding. The nonprofit provides wedding services to couples facing serious illness or life-altering circumstances. In addition, the partnership gives Uneek a charitable platform with national reach.

Separately, INSTORE acquired JA New York. The deal expands INSTORE’s trade show footprint and reshapes the New York jewelry show calendar. Meanwhile, retailers should watch for scheduling and exhibitor changes ahead of the next show cycle.

• Uneek Jewelry partnered with Wish Upon A Wedding.
• INSTORE acquired JA New York.
• Both moves affect retail partnerships and trade events.

De Beers Sustainability Report and Repair Business

De Beers published its 2025 Sustainability Report, tracking carbon cuts, conservation, and community progress. The report gives retailers credible data points for sustainability conversations with customers. Furthermore, transparency around carbon and community work increasingly shapes consumer trust.

On the retail floor, repair remains a major revenue driver. One report notes that 70% of clients are repair clients. That said, many stores still treat repairs as an afterthought rather than a service opportunity. Therefore, jewelers who elevate the repair experience can deepen loyalty and drive repeat visits.

• De Beers released its 2025 Sustainability Report.
• The report covers carbon cuts and community progress.
• Repair clients make up a large share of retail customers.

What This Means for the Jewelry Trade

The Diamond Collective rebrand and De Beers’ cabochon push both point to a single theme: natural diamonds need fresh storytelling. Moreover, provenance, sustainability, and unusual cuts give retailers new angles beyond the traditional four Cs. For this reason, sales teams should prepare updated talking points.

Trade consolidation also continues. INSTORE’s acquisition of JA New York reshapes the show landscape, while Uneek’s nonprofit partnership shows how brands build goodwill. Similarly, the repair statistic reminds retailers that service revenue deserves real investment. As a result, the smartest operators will balance marketing, events, and after-sales care.

Jewelry Industry at a Glance

• The Natural Diamond Council relaunched as the Diamond Collective.
• De Beers is promoting diamond cabochons under its “Earth Made” push.
• AGS Conclave presented the Sallie Morton, Guild of the Year, and John J. Kennedy awards in Orlando.
• Uneek Jewelry announced a national partnership with Wish Upon A Wedding.
• INSTORE acquired JA New York.
• De Beers published its 2025 Sustainability Report.

Common Questions About Today’s Jewelry News

Q: What is the Diamond Collective?
A: The Diamond Collective is the new name for the Natural Diamond Council, the natural diamond industry’s main promotional body.

Q: Why did the Natural Diamond Council rebrand?
A: The organization relaunched as the Diamond Collective to emphasize collective action across the natural diamond trade.

Q: What is a diamond cabochon?
A: A diamond cabochon is a smooth, unfaceted cut that highlights a stone’s natural character rather than faceted sparkle.

Q: What is De Beers’ “Earth Made” campaign?
A: “Earth Made” is De Beers’ positioning that frames natural diamonds around their geological origin and provenance.

Q: What awards did AGS Conclave present?
A: AGS Conclave presented the Sallie Morton, Guild of the Year, and John J. Kennedy awards in Orlando.

Q: What did INSTORE acquire?
A: INSTORE acquired JA New York, expanding its trade show footprint.

Q: What does De Beers’ 2025 Sustainability Report cover?
A: The report tracks carbon cuts, conservation, and community progress.

Q: Why do repair clients matter to jewelers?
A: Repair clients make up a large share of retail customers, so strong repair service builds loyalty and repeat business.

Sources Referenced Today

• INSTORE: Natural Diamond Council relaunches as the Diamond Collective
• INSTORE: De Beers leans into diamond cabochons for “Earth Made” push
• INSTORE: AGS Conclave awards in Orlando
• INSTORE: Uneek Jewelry partnership with Wish Upon A Wedding
• INSTORE: INSTORE acquires JA New York
• INSTORE: De Beers 2025 Sustainability Report
• INSTORE: Repair clients and retail service