Natural Diamond Council Announces Retail Partnership with Riddle’s Jewelry

Natural Diamond Council is pleased to announce the new retail partnership with Riddle’s Jewelry. Riddle’s 64 stores across 10 Midwestern states will champion the values of natural diamonds through NDC’s REAL. RARE. RESPONSIBLE. advertising campaigns and by educating and equipping their sales frontline with NDC’s interactive Beyond the 4Cs education program.

Priming their retail teams and customers for the holiday season, Riddle’s will commence NDC’s advertising and education in Q3 2024 and run through 2025. This activation also supports the launch of Riddle’s new natural diamond bridal collections, a testament to the 65-year-old retailer’s commitment to natural diamonds. 

“Riddle’s Jewelry is proud to join Natural Diamond Council in our shared mission to highlight the importance of natural diamonds” shared Brett Riddle, President and CEO. “This partnership reinforces our commitment to offering our customers the finest, responsibly sourced diamonds, while celebrating their authenticity, rarity, and enduring value.”

“As a pioneering regional retailer, Riddle’s understands the importance of investing in natural diamonds for the long-term success and legacy of its business,” said David Kellie, NDC’s CEO. “They consider this commitment across the spectrum of marketing, education, retail experience and merchandising. We are proud to collaborate with Riddle’s leadership and teams to spotlight the desirability, positive impact, and provenance of natural diamonds through the REAL.RARE.RESPONSIBLE. campaigns.” 

For more information, please email officialpartners@naturaldiamonds.com.

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About Natural Diamond Council  

Natural Diamond Council is a global not-for-profit organization committed to inspiring and educating consumers on the real, rare, and responsible values of natural diamonds and the positive global impact of the industry. NDC’s Only Natural Diamonds consumer platform is the authoritative publisher on natural diamonds comprising themes such as debunking diamond myths, celebrities and pop culture, epic diamonds and trends, engagement rings and diamond buying guides and more. NDC provides marketing and educational materials to retail and industry partners to amplify the values and integrity of natural diamonds.

NDC members’ operations span four continents and ten countries including Canada, South Africa, and Botswana. Their operations collectively support the livelihood of 10 million people worldwide. NDC operates in New York, Shanghai, Mumbai, and Antwerp, with satellite teams in the UK and France.  

For press inquiries, please contact Elana@naturaldiamonds.com.