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NATURAL DIAMOND COUNCIL USA INC
NEW YORK, NY · EIN 813264830 · Form 990 · FY2024 · NTEE S41 · Community Improvement · Large ($10M-$50M) · naturaldiamonds.com
revenue
$22.7M
expenses
$22.7M
net assets
$0
employees
19
mission · from form 990

PROTECT AND PROMOTE THE INTEGRITY AND REPUTATION OF DIAMONDS TO ENSURE THE INDUSTRY SUSTAINABILITY.

profile · synthesized from sources

Natural Diamond Council USA Inc is a nonprofit organization dedicated to protecting and promoting the integrity and reputation of natural diamonds. It conducts marketing, education, and advocacy campaigns to highlight the rarity, value, and sustainability of natural diamonds, while differentiating them from lab-grown alternatives. The organization targets consumers, retailers, and industry professionals globally, with a focus on the United States, India, and China.

irs program accomplishments · form 990 part iii · fy2024

What they reported doing

  1. #1 primary $0
    NATURAL DIAMOND CLUB (THE CLUB):IN MAY OF 2024, THE CLUB WAS LAUNCHED, A COMMUNITY OF LIKE MINDED INDUSTRY PROFESSIONALS. PARTNERS ACCROSS THE NATURAL DIAMOND VALUE CHAIN WITH A PASSION FOR THE INDUSTRY CAME TOGETHER IN LAS VEGAS TO CELEBRATE THE LAUNCH AND BECOME IMMERSED IN THE INCREDIBLE WORLD OF NATURAL DIAMONDS. THE EVENT PROVIDED OPPORTUNITIES FOR CLUB MEMBERS TO EXPLORE THE LATEST INITIATIVES, HEAR FROM INDUSTRY EXPERTS, AND SHARE THEIR OWN IDEAS FOR PROMOTING NATURAL DIAMONDS.
  2. #2 $0
    DIAMOND REPORTS - DIAMONDS OF CANADA - THE FIRST REPORT IN THE SERIES:THIS REPORT TELLS THE SPECTACULAR STORY OF CANADA'S DIAMOND DISCOVERY TO BECOMING THE WORLD'S THIRD-LARGEST DIAMOND PRODUCING COUNTRY. FUTURE REPORTS WILL BE RELEASED IN 2025 ON VARIOUS NATURAL DIAMOND TOPICS.
named programs · 7 · from sources

What they call their work

Assure Diamond Verification Program
Program that tests and evaluates instruments used to detect synthetic or lab-grown diamonds in natural diamond assortments, providing public analysis on detection efficiency.
Diamond Reports
Series of in-depth reports on natural diamond topics, beginning with "Diamonds of Canada," highlighting Canada’s role as the third-largest diamond producer.
Diamond Stories
Coffee table book published with Assouline, featuring insights from celebrities, designers, and influencers on the cultural and emotional significance of natural diamonds.
Natural Diamond Club
A community of industry professionals launched in Las Vegas to celebrate and promote natural diamonds through networking, education, and shared initiatives.
Thank You, By the Way Campaign
Global awareness campaign highlighting the natural diamond industry's contributions to communities and the environment; co-branded with the Responsible Jewelry Council and supported by GJEPC in India.
Think You Know Diamonds Campaign
Initiative aimed at dispelling myths about natural diamonds; collateral distributed to 3,000 independent jewelry retailers in the U.S. in partnership with InStore Magazine.
Trend Reports
Biannual reports produced for the U.S., China, and India markets, showcasing key natural diamond jewelry trends linked to cultural movements, supported by editorial photography and designer collaborations.
activities · 3 groups

What they do

  • Jewelry and Gemstone Industry Advancement 2 activities
    • Operating the Natural Diamond Club for industry professionals
      Launched the Natural Diamond Club in May 2024 to convene industry professionals across the diamond value chain in Las Vegas, facilitating expert sessions, collaboration, and initiatives to promote natural diamonds.
    • Publishing educational content and verification tools for natural diamonds
      Provides consumers and retailers with educational resources about natural diamonds, including guidance on purchasing diamond jewelry, engagement rings, and information about earth-mined diamonds. Also operates the Assure Diamond Verification Program, which tests and evaluates instruments used to detect synthetic or lab-grown diamond contamination in natural diamond batches.
  • Industry Research and Benchmarking 1 activity
    • Producing and disseminating diamond industry research reports
      Conducts and publishes comprehensive research on the natural diamond industry, including country-specific reports like "Diamonds of Canada" and biannual trend reports for the US, China, and India that link diamond jewelry trends to cultural movements. These reports are developed in collaboration with governments, local communities, analysts, and researchers, and include editorial photo shoots using loaned jewelry to illustrate findings.
  • Uncategorized 4 activities
    • Advocating for the integrity and value of natural diamonds
      Acts as an authoritative voice for the natural diamond industry by promoting its ethical practices and economic contributions, including running advertising campaigns that highlight natural diamonds as symbols of enduring personal relationships (romantic, familial, and friendship bonds) and collaborating with the Responsible Jewelry Council on awareness initiatives.
    • Distributing marketing campaigns and collateral to retail stores
      Distributes campaign materials for initiatives such as "Thank You, By the Way" and "Think You Know Diamonds" to approximately 3,000 independent US retail stores through a partnership with InStore Magazine, supporting point-of-sale education and consumer awareness.
    • Publishing premium content and books on diamond culture
      Co-published the coffee table book "Diamond Stories" with Assouline in September 2021, featuring perspectives from celebrities, designers, and influencers on the significance of natural diamonds, distributed within the industry and sold through major bookstores and online retailers.
    • Supporting global livelihoods through natural diamond industry advocacy
      Highlights and supports the role of the natural diamond industry in sustaining the livelihoods of approximately 10 million people worldwide, emphasizing its positive socioeconomic impact.
financials · form 990 · fy2024
revenue
Total revenue$22.69M
Contributions & grants$00%
Program service revenue$22.64M100%
Investment income$42K0%
Other revenue$0
expenses
Total expenses$22.69M
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$3.76M
Grants paid out$0
Largest expense lineCompensation
balance sheet
Total assets$3.71M
Cash$723K
Investments$0
Liabilities$3.71M
Net assets$0
Liquid reserves0.4 mo
5 years on record · 2020–2024 · YoY revenue -35.6%
leadership · form 990 part vii · fy2024

Who runs it

paid leadership · 5
NameTitleHours/wkCompensation
DAVID A KELLIE DIRECTOR 40 $562K
KRISTINA BUCKLEY KAYEL MANAGING DIRECTOR 40 $500K
SAMUEL HOLSETH BROEKEMA EDITOR IN CHIEF 40 $309K
NANCY GIAMBONA HEAD OF MARKETING 40 $257K
GABRIELLE MARIE MIRALDI-GRAZI VP TRADE 40 $215K
relationships · 13

Who they work with

  • Assouline Partner — Co-published the "Diamond Stories" coffee table book highlighting the cultural and emotional significance of natural diamonds.
  • GJEPC Partner — Supported the "Thank You, By the Way" campaign in India.
  • InStore Magazine Partner — Partnered to distribute campaign collateral for the "Thank You, By the Way" and "Think You Know Diamonds" campaigns to 3,000 independent retail stores in the US.
  • Natural Diamond Council Network — Member of the Natural Diamond Council, which promotes natural diamonds globally.
  • Natural Diamond Council Network — Only Natural Diamonds is brought to you by the Natural Diamond Council, indicating a core organizational affiliation.
  • Pollen Partner — Design and development partner for the Natural Diamond Council website.
  • Responsible Jewelry Council Partner — Cobranded the "Thank You, By the Way" campaign to raise awareness of RJC members and encourage consumer support.
  • analysts Partner — Collaborates with analysts on diamond reports and research initiatives.
  • governments Partner — Collaborates with governments on diamond industry research and reporting.
  • governments Partner — Collaborates with governments on diamond reports and research initiatives.
  • local communities Partner — Collaborates with local communities on diamond reports and research initiatives.
  • local communities Partner — Partners with local communities to produce research and share insights on the diamond industry.
  • researchers Partner — Collaborates with researchers on diamond reports and research initiatives.
strategies · 4

How they approach the work

Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.

  • Consumer Education and Transparency to Build Trust
    methodology: consumer_education_and_transparency
    By providing factual education, transparent reporting, and clear terminology about natural diamonds, the organization builds consumer trust and informed decision-making, because transparency reduces confusion and enhances perceived legitimacy of the industry.
  • Environmental Stewardship Through Carbon Neutrality and Land Conservation
    methodology: carbon_neutral_mining
    By promoting carbon-neutral mining practices and a 3:1 land conservation ratio, the organization reinforces the environmental responsibility of diamond production, because measurable ecological commitments counter sustainability criticisms and build public support.
  • Framing Natural Diamonds Through Value, Emotion, and Ethics
    methodology: value_appreciation_framing
    By emphasizing financial appreciation, emotional significance, and ethical sourcing, the organization shapes consumer preference for natural diamonds, because these frames collectively position them as rare, meaningful, and responsible choices compared to alternatives.
  • Industry-Wide Messaging Amplification Through Open-Source and Co-Branding
    methodology: open_source_marketing_for_industry_alignment
    By making marketing campaigns open source and co-branding with responsible jewelry organizations, the organization increases reach and alignment across the industry, because shared, adaptable messaging strengthens collective impact and consumer recognition.