Jane Smith Agency
Natural Diamond Council
Disrupting the diamond industry
for a new generation.
Tasked to change perceptions about the natural diamond industry to be more relevant for a younger generation, we repositioned The Diamond Producers Association to become the Natural Diamond Council and developed a consumer facing entity – Only Natural Diamonds.
Services
We executed a strategic rebrand utilizing 360° services – launching the brand through all channels including broadcast, print, digital and social.
Identity
360° Global Campaign
We cast actress Ana de Armas as the first-ever global face of the natural diamond industry. The broadcast commercial premiered at the Emmy’s.
Editorial Site
We created an editorial-style website dedicated to the world of natural diamonds. In just 3 months, it was the largest traffic driving site in the industry.
+
0K
VISITS PER DAY; UP FROM 2.5K TWO MONTHS EARLIER
Editorial Content:
Object of My Affection
An intimate photo series that features photographers and moments with their significant other wearing their most meaningful diamond. Heloise & Victor Demarchelier.
Editorial Content:
Commitment Across Cultures
Vetted and sourced weddings from around the world that feature the various ways that diamonds are used across different cultures and traditions. Sanya Deshpande & Gandharv Bedi.
