The initiative, titled “Moments”, draws a sharp contrast between natural and lab-grown stones, positioning the former as enduring symbols of love, legacy, and permanence. Its debut reel on Instagram portrays a mother passing down her diamond ring to her daughter with the caption: “This diamond has seen me through life’s most precious moments, and now it will witness yours.”
WFDB President Yoram Dvash underlined the significance of the campaign, stating: “Natural diamonds are symbols of permanence, a reminder of the bond we share, and a connection to the love passed down through generations.”
Responding to Industry Shifts
The launch comes at a pivotal moment for the diamond trade. Synthetic diamonds now account for more than 20% of global jewellery sales, raising concerns within the natural diamond sector. Dvash has repeatedly cautioned that the industry must rally to preserve the unique narrative and intrinsic wonder of natural stones.
A United Front
The campaign is part of a broader push for industry-wide mobilisation. Under the Luanda Accord, countries including Botswana, Angola, India, and Belgium have pledged 1% of their annual rough diamond revenues to bolster the Natural Diamond Council’s global promotional activities. This collective effort reflects the WFDB’s call for unified action across the entire diamond value chain.
Why “Mother Nature, Not Mike”?
Emotional Depth: Natural diamonds carry layers of history, formed over billions of years, embodying mystery and permanence.
Romantic Legacy: Each stone is unique, forged by Earth’s processes, making them lasting symbols of love and commitment.
Consumer Confidence: By reinforcing their emotional and cultural value, the campaign seeks to remind buyers that natural diamonds are heirlooms, not commodities.
Through “Diamonds by Mother Nature, Not Mike”, the WFDB reasserts the timeless value of natural diamonds, reminding the world that when it comes to love, only Earth’s creations endure.
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