The Natural Diamond Council has become The Diamond Collective, introducing a global strategy to reconnect natural diamonds with culture, strengthen consumer confidence and build sustained demand. New CEO Amber Pepper shaped the plan after six months of consultation with producers, retailers, brands, creatives and consumers. Its three priorities are UNITE, PROTECT and INSPIRE, covering industry coordination, evidence-led consumer trust and culture-driven demand. Planned initiatives include campaigns, a universal Trustmark, stronger origin and provenance narratives, partnerships with retailers and brands, and investment in AI and digital discovery. A Diamond Desire Index will launch with baselines in the US, India and China, tracking consideration, purchase intent, sentiment and recommendation. The Diamond Collective will be the public-facing name in most markets, while the Natural Diamond Council remains the legal entity.