Natural Diamond Council Appoints Luxury E-Commerce Veteran Amber Pepper as CEO to Lead Digital Revolution
LONDON — In a strategic move that signals a definitive pivot toward digital-first storytelling and next-generation consumer engagement, the Natural Diamond Council (NDC) has appointed Amber Pepper as its new Chief Executive Officer.
Pepper, a high-profile executive currently serving at the helm of customer experience for luxury e-tailer Mytheresa, will assume her new role on February 1, 2026. She will be based at the organization’s headquarters in London. The appointment marks the beginning of a new chapter for the NDC as it seeks to reinvigorate the global desire for natural diamonds in an increasingly complex and competitive luxury landscape.
Pepper will succeed the outgoing CEO David Kellie, whose six-year tenure has been defined by transformative rebranding and crisis management. Kellie will officially step down at the end of 2025. To ensure a seamless transition, the NDC will report directly to its chair, Sandrine Conseiller, CEO of De Beers Brands, during the interim period in January 2026.
A Strategic Leadership Transition for a Digital Age
The selection of Amber Pepper is widely viewed by industry analysts as a bold statement of intent. Unlike traditional appointments drawn from mining or hard luxury backgrounds, Pepper creates her legacy in the fast-paced, data-rich world of luxury e-commerce. Her mandate is clear: to modernize the dream of diamonds for a consumer base that lives online.
“Amber Pepper will focus on shaping a compelling narrative that reinforces the desirability of natural diamonds and drives measurable commercial outcomes,” the NDC said in a comprehensive statement released regarding the appointment. “She will strengthen consumer demand and industry partnerships, while ensuring natural diamonds remain distinct and relevant in a competitive landscape.”
The NDC’s board has tasked Pepper with a critical mission—bridging the gap between the ancient allure of natural stones and the modern values of Millennial and Gen Z consumers.
“A key priority will be expanding digital engagement with younger consumers and using data-driven insights to create marketing strategies that inspire emotional connection and long-term loyalty,” the statement continued.
Who is Amber Pepper? A Deep Dive into Her Luxury Pedigree
Amber Pepper brings a formidable résumé to the NDC, characterized by her ability to blend high-end brand equity with rigorous commercial performance. Her career path traces the evolution of modern luxury retail, making her uniquely suited to address the challenges currently facing the diamond industry.
Transforming Mytheresa: The Art of Customer Experience
For the past few years, Pepper has served as the Chief Marketing and Customer Officer and Managing Director at Mytheresa, the Munich-based luxury e-commerce platform formerly owned by Neiman Marcus. At Mytheresa, Pepper was instrumental in curating a hyper-luxury experience for top-tier clients. She moved beyond simple transaction metrics to focus on “emotional retention”—building a sense of community and exclusivity that kept high-net-worth individuals loyal to the platform. Her work there demonstrated a keen understanding that in today’s market, the experience of buying is just as vital as the product itself.
The Tapestry and Farfetch Years
Before her success at Mytheresa, Pepper honed her skills at some of the world’s most influential fashion conglomerates. She served as Vice President of Marketing and Communications for Tapestry, the parent company of Coach, Kate Spade, and Stuart Weitzman. There, she navigated the complexities of managing American heritage brands in a global marketplace.
Prior to Tapestry, Pepper was the Chief Marketing Officer at Farfetch, the disruptor that revolutionized how luxury boutiques connect with global buyers. Her time at Farfetch coincided with the platform’s explosive growth, giving her a front-row seat to the digitization of luxury. She understands the algorithmic drivers of desire—how to use data to put the right product in front of the right consumer at the exact moment of inspiration. This “platform mentality” is expected to be the cornerstone of her strategy at the NDC.
The Natural Diamond Council’s Mission in a Changing World
The Natural Diamond Council acts as the global authority and marketing arm for the world’s leading diamond mining companies. Its primary goal is to inspire consumers and protect the integrity of the natural diamond dream. However, the landscape in 2026 is vastly different from the one that existed a decade ago.
The “Only Natural Diamonds” Narrative
Under Pepper’s leadership, the NDC is expected to double down on its “Only Natural Diamonds” consumer-facing platform. The challenge lies in distinguishing natural diamonds—finite, billion-year-old geological miracles—from their lab-grown counterparts.
While lab-grown diamonds have captured a significant share of the bridal and fashion jewelry market through lower price points, the NDC’s strategy is to elevate the natural diamond into a category of its own: “Rare Luxury.” Pepper’s background suggests a shift away from explaining the science of diamonds to selling the emotion and legacy behind them. The industry anticipates a marketing approach that feels less like a geology lesson and more like a high-fashion editorial, leveraging influencers, pop culture, and digital storytelling to make natural diamonds a symbol of authentic self-expression.
Targeting the Digital Native
The “cash crunch” and competitive pressures mentioned in recent years stem largely from a disconnect with younger consumers. Gen Z buyers prioritize sustainability, transparency, and authenticity. They are less moved by traditional status symbols and more by brand values. Pepper’s expertise in “expanding digital engagement” will likely involve a robust social media strategy, partnerships with values-aligned cultural icons, and a transparent approach to the industry’s sustainability efforts.
The Legacy of David Kellie: Stability Amidst Chaos
As Amber Pepper prepares to take the reins, the industry is also reflecting on the significant contributions of outgoing CEO David Kellie. Taking office six years ago, Kellie inherited an organization in need of purpose and guided it through some of the most turbulent times in the history of the diamond trade.
From DPA to NDC: A Rebranding Journey
Kellie is credited with the successful rebranding of the organization from the “Diamond Producers Association” (DPA) to the “Natural Diamond Council.” This was not merely a name change but a philosophical shift. It moved the organization from a trade body focused on miners to a consumer-centric brand focused on the product. He launched the “Only Natural Diamonds” website, transforming it into a high-traffic digital publisher that rivals fashion magazines in its content quality.
Navigating Crisis: Geopolitics and Funding
Kellie’s leadership was tested severely starting in 2022. The industry faced a dual crisis: the global shutdowns caused by the COVID-19 pandemic, followed by the geopolitical shockwaves of Russia’s invasion of Ukraine.
The latter event had a direct and devastating impact on the NDC’s finances. Alrosa, the Russian state-backed diamond miner and one of the world’s largest producers, was a founding member of the group. Following the invasion, Alrosa departed the group, leaving a massive hole in the NDC’s budget. For nearly three years, the NDC operated with reduced resources while facing the rising tide of lab-grown diamond marketing.
“He strengthened relationships across the industry and navigated the organization through major challenges,” the NDC statement noted, acknowledging Kellie’s resilience in keeping the organization afloat during this period.
Industry Challenges and the Path Forward
The road ahead for Amber Pepper is paved with both opportunity and significant hurdles. The primary challenge remains financial stability and the unification of the industry’s voice.
The Luanda Accord: A New Funding Model
The article highlights that in June (2025), the NDC negotiated a critical agreement with diamond-producing nations for funding. This agreement, known within the industry as the Luanda Accord, was a landmark diplomatic achievement. It involves major African producer nations—such as Botswana and Angola—pledging a percentage of their rough diamond revenues directly to the NDC’s marketing war chest.
However, the implementation is complex. As Kellie noted, the group is “still working out how the funding mechanisms will work.” One of Pepper’s first operational tasks will be to operationalize these commitments, ensuring that the political will of the Luanda Accord translates into actual marketing dollars in the bank. Finalizing these details before Kellie’s departure is a race against time, but it is essential to arm Pepper with the budget she needs to execute her vision.
Natural vs. Lab-Grown: The Battle for Relevance
The distinction between “distinct and relevant” mentioned in the NDC statement is the crux of the industry’s future. As lab-grown diamonds become commoditized and cheaper, the natural diamond industry must pivot to the “luxury” tier.
Pepper’s challenge is to ensure that natural diamonds do not become the “Kodak” of the jewelry world—obsolete due to technology—but rather the “mechanical watch” or “Hermès Birkin”—items that retain value and desire because of their craftsmanship and scarcity, not in spite of technology.
Conclusion: A Spark of Optimism for 2026
The appointment of Amber Pepper is a signal that the Natural Diamond Council is done playing defense. By bringing in a leader from the world of Mytheresa and Farfetch, the diamond industry is acknowledging that its future battleground is not the mine, but the mobile screen.
As David Kellie bows out after a tenure of stabilizing the ship through geopolitical storms, Pepper is poised to hoist the sails. With a new funding model on the horizon and a mandate to capture the hearts of the digital generation, 2026 promises to be a pivotal year for the natural diamond industry. The trade will be watching closely to see if Pepper’s digital expertise can polish the industry’s image and restore the natural diamond to its undisputed place at the pinnacle of luxury.
