Diamond jewellery brand Zen Diamond has announced its partnership with the Natural Diamond Council with the aim of promoting both natural diamonds and responsible sourcing to boost consumer trust.

“At Zen Diamond, we’ve always believed that every diamond carries not just timeless beauty but also a responsibility- to our artisans, to communities, and to customers seeking trust,” said Zen Diamond India’s managing director Neil Sonawala in a press release. “This NDC partnership is more than a badge; it is a commitment to transparency, integrity, and sustainability. We are honoured to join the ranks of globally verified natural diamond brands, and this milestone will further guide our future innovations and client relationships.”
 
The partnership also highlights Zen Diamond’s commitment to authenticity and sustainability, according to the business, which counts over 450 stores globally. By offering its customers an independent assurance of authenticity, the business aims to bolster confidence and promote responsible luxury in the diamond industry.

“At Natural Diamond Council, our focus is on promoting facts, sustainable practices, transparency and authenticity of natural diamonds, while staying attuned to modern consumer preferences,” said the Natural Diamond Council’s managing director for India and the Middle East Richa Singh. “These shared values form the foundation of our partnership with Zen Diamond, whose responsible sourcing, ethical approach and international design sensibility resonate strongly with young, style-conscious audiences.”