Thought Leadership Series: Interview with Natural Diamond Council’s Richa Singh

In our latest installment of the Thought Leadership Interview series, we delve into the realm of luxury marketing with Richa Singh, Managing Director India & Middle East at the Natural Diamond Council (NDC). Hosted by Neha Chimbulkar, Head of Marketing, APAC and Middle East at Quora, this conversation offers insights into how the luxury consumer landscape is transforming and the strategic adaptations the NDC has embraced to meet the needs of an increasingly sophisticated audience.

Learn how the NDC tackles the challenges of enhancing brand consideration and maintaining transparency, and how they leverage platforms like Quora to effectively educate and engage with consumers. Explore their strategic use of Quora Ads to amplify the unique value proposition of natural diamonds and establish a trusted voice in the industry.

Could you briefly describe the Natural Diamond Council’s current marketing strategy and how it stands out in both the gem and jewellery industry and today’s environment?

The Natural Diamond Council is dedicated to elevating the allure of natural diamonds by emphasizing consumer education and championing transparency around sustainability, craftsmanship, and the emotional significance of diamonds. 

Their strategy is unique because, unlike individual brands, they focus on enriching the initial stages of the consumer journey—increasing awareness and fostering consideration. The responsibility for closing sales is left to brands and retailers, allowing us to concentrate on broader industry advocacy and consumer education.

As digital landscapes evolve, how has the Natural Diamond Council adapted its digital marketing strategies to better engage with today’s consumers?

As consumer behaviors shift increasingly towards digital discovery, the NDC has strategically embraced online platforms to mimic the intimate and bespoke experiences traditionally offered in physical stores. They recognize the critical role of the digital sphere in the exploration and discovery phases of the consumer journey.

Their digital strategy includes:

• Developing comprehensive online resources that detail the origins of diamonds and the industry’s dedication to sustainability.
• Engaging with consumers on educational platforms like Quora, where they can provide authoritative answers to user inquiries.
• Utilizing visually rich platforms to visually showcase the craftsmanship behind diamond jewelry.

How does the Natural Diamond Council educate consumers on the unique qualities of natural diamonds and how the industry is integrating sustainability into these efforts?

The NDC employs a multi-layered approach to underscore the distinctive qualities of natural diamonds and the industry’s commitment to ethical practices.

Their educational efforts are designed to:

• Illustrate the timeless emotional value and heritage associated with natural diamonds.
• Offer clear, accessible insights into the industry’s responsible sourcing practices and sustainability efforts.
• Engage actively with diverse audiences on platforms like Quora, where they can address misconceptions and promote transparency.

Can you discuss how Quora Ads have been integrated into the Natural Diamond Council’s overall marketing strategy and what specific objectives you aimed to achieve through targeted engagement on this platform?

Quora Ads have become an integral part of their marketing mix, enhancing existing efforts and reaching an audience that is actively seeking in-depth information.

The use of Quora Ads is focused on:

• Building brand consideration by answering specific consumer queries with accurate, detailed information.
• Direct engagement with potential customers, educating them about the ethical attributes and unique aspects of natural diamonds.

Could you share a specific success story or a standout campaign where Quora Ads significantly impacted your marketing goals, highlighting how targeted engagement helped reach the right audience?

One of the most successful campaigns on Quora addressed the increasing curiosity among Indian consumers about the differences between natural and lab-grown diamonds. Centered on our comprehensive Diamond Facts report, the campaign efficiently closed the knowledge gap, significantly boosting our website traffic and enhancing consumer engagement and trust in our brand.

Results and Impact:

• Increased Website Traffic: The campaign successfully drove 20,000 new visitors to the NDC platform, demonstrating the effectiveness of Quora Ads in reaching a relevant and engaged audience.
• Broad Reach and Visibility: With 12 million impressions and 3.6 million profile visits, the campaign achieved significant visibility and brand awareness among Quora’s extensive user base.
• Building Consideration for Natural Diamonds: By providing consumers with factual information and expert insights, NDC effectively addressed their concerns and fostered a deeper understanding and appreciation for natural diamonds. This resulted in increased consideration and a shift in consumer mindset towards natural diamonds as the preferred choice.
• Establishing Thought Leadership: NDC’s presence on Quora and their strategic use of the Diamond Facts report positioned them as a thought leader and a trusted source of information within the diamond industry.

What emerging trends should diamond brands prepare for, and how is the Natural Diamond Council adapting? Also, any tips for luxury brands considering Quora for their marketing?

The modern luxury consumer is increasingly informed, seeking depth, transparency, and authenticity. Quora represents an ideal platform for luxury brands to connect with these discerning consumers by offering expert insights and engaging in meaningful conversations. Brands can leverage Quora’s sophisticated targeting capabilities and commitment to content quality to establish credibility and thought leadership, ensuring that their messages resonate effectively with the intended audience.

Why Quora Works for Luxury Brands:

• Expert Insights: Quora is recognized as a platform for expert knowledge and credible information. This aligns perfectly with the luxury consumer’s desire for in-depth understanding and reliable sources.
• Content Quality: Quora’s focus on high-quality content encourages brands to be clear, concise, and factual in their communication, fostering trust and engagement.
• Relevance and Targeting: Quora allows brands to tailor their conversations to specific topics and audiences, ensuring their message reaches the right people at the right time.
• Measurable Results: The digital nature of the platform enables brands to track their performance and measure the impact of their efforts.

Through continuous refinement of our strategies and effective utilization of platforms like Quora, the NDC remains at the forefront of adapting to the evolving preferences of luxury consumers, prioritizing authenticity, sustainability, and transparency in all our communications.