The Natural Diamond Council (NDC) has launched the Diamond Learning Centre, a new free digital platform designed to provide accessible education on diamonds for jewellery professionals and enthusiasts. The platform launched in April, aligning with the Natural Diamond Council’s broader seasonal marketing efforts.
Accessible at diamondlearningcenter.org, the site aims to improve knowledge of the differences between natural diamonds, laboratory-grown diamonds, and simulants. The platform is mobile-compatible and designed for independent use.
Content and Learning Structure
The Diamond Learning Centre includes more than 25 short videos addressing frequently asked questions, as well as four self-paced educational modules covering:
- Differences Between Natural and Laboratory-Grown Diamonds
- The Allure of Diamonds
- The History of Diamonds
- Debunking Diamond Myths with Facts
Users receive certificates upon completing each module. A “Train the Trainer” section provides workshop materials and facilitator guides for in-store and training managers.
In addition to its core content, the platform hosts links to other third-party educational resources and technical materials contributed by various industry bodies. Additional resources include downloadable social media assets, digital content, and point-of-sale materials.
Industry Collaboration and Context
The platform was developed after an industry roundtable identified inconsistencies in how diamond types and value are communicated at retail. Participants included stakeholders across the diamond supply chain, such as AGS, GIA, De Beers, IDMA, Jewelers of America, Jewelers Mutual, Gabriel & Co., and others.
“It has been wonderful working with the Natural Diamond Council to create tools and education to help train our jewellery consultants on the history, allure and benefits of natural diamonds and the unique differences between natural and lab-grown diamonds,” said Price Blanchard, Chief Customer Officer, Shane Co. “The lack of education in the industry has created a bias towards lab-grown diamonds and a more educated sales team will help customers understand the rarity and value of natural diamonds so they have a well-rounded education to help them pick the best diamond for them. By educating customers, we expect to see more natural diamond sales.”
Implications for the Jewellery Industry
The Diamond Learning Centre serves as an additional resource aimed at clarifying distinctions among diamond types for use in customer interactions. Its multimedia format supports varied training approaches commonly used in retail settings. Facilitator resources are included for use by in-store trainers and managers.
The platform is available now and free to access for all users.
