A Diamond’s Best Friend: David Kellie Announces Retirement After Forging a New Future for the Natural Diamond Council
In a move that marks the end of a pivotal era for the global diamond industry, David Kellie, the dynamic Chief Executive Officer of the Natural Diamond Council (NDC), has announced his intention to retire. The announcement, shared via a LinkedIn post on July 6, signals a planned departure at the end of 2025, concluding a tenure defined by profound transformation, crisis management, and ultimately, a landmark victory for the future of natural diamond marketing.
Kellie’s leadership has been a steadying force during one of the most turbulent periods in the diamond sector’s history. He took the helm of an industry grappling with a shifting identity and facing unprecedented challenges, and will leave it on a foundation of newfound unity and financial stability. His departure is not an abrupt exit but a carefully orchestrated transition, timed to perfection after securing the industry’s long-term commitment to its own promotion.
In his characteristically forward-looking statement, Kellie framed his decision around a key accomplishment. “Following the successful signing of the Luanda Accord committing more diamond producers to provide funding support for the promotion of natural diamonds, I have advised our Board of Directors that I will be stepping down from my position at the Natural Diamond Council at the end of 2025,” he wrote. This single sentence encapsulates the capstone of his career at the NDC: solving the perennial puzzle of securing consistent, broad-based funding for generic diamond marketing.
The Kellie Era: A Captain for Stormy Seas
When David Kellie joined the organization in December 2019, it was still known as the Diamond Producers Association (DPA). The industry was already navigating choppy waters. The allure of diamonds for younger generations, particularly Millennials and Gen Z, was no longer a given. These consumers demanded more than just beauty and rarity; they sought authenticity, ethical provenance, and a story that resonated with their values. Compounding this was the burgeoning threat of the lab-grown diamond (LGD) sector, which was aggressively marketing its products as a modern, and often cheaper, alternative.
Kellie, a veteran of the luxury goods world with high-level experience at brands like Ralph Lauren and Watches of Switzerland, was not a traditional diamond man. He was a marketing strategist, brought in specifically to modernize the narrative. His first and most symbolic act was to spearhead the rebranding from the DPA to the Natural Diamond Council (NDC) in mid-2020. This was more than a name change; it was a strategic repositioning. The new name placed the word “Natural” front and center, drawing a clear and deliberate line in the sand and establishing the council’s core mission: to be the unequivocal champion for diamonds forged by the earth.
Navigating a Perfect Storm: The Defining Challenges
Kellie’s tenure was almost immediately tested by a confluence of global crises that would have shattered a less resilient organization.
The COVID-19 Conundrum
Just months after he started, the world shut down. The COVID-19 pandemic brought the global economy and the luxury market to a standstill. Retail stores closed, supply chains were disrupted, and consumer spending shifted to essentials. Yet, under Kellie’s guidance, the NDC pivoted with remarkable agility. The organization doubled down on its digital strategy, recognizing that a captive global audience was spending more time than ever online. They launched the “Only Natural Diamonds” digital platform, a content-rich hub designed to be the definitive source for all things related to natural diamonds. It blended high-fashion editorials with deep-dive articles on geology, ethical sourcing, and the positive impact of mining on local communities, effectively creating a modern, multi-faceted narrative for a digital-native audience.
The Geopolitical Shockwave: Alrosa’s Exit
A far more existential threat emerged in 2022. Following the invasion of Ukraine, international sanctions were imposed on Russia, leading to the departure of Alrosa, the Russian diamond mining giant, from the NDC. Alrosa had been one of the council’s largest and most crucial funding partners. Its exit blew a massive hole in the NDC’s budget, threatening to cripple its marketing efforts at the most critical juncture. This funding shortfall put immense pressure on Kellie and the remaining members. It was a moment that required not just leadership, but relentless diplomacy and a powerful vision to hold the coalition together.
The Battle for Hearts and Minds: The Lab-Grown Diamond Challenge
Throughout his time, the competition from the LGD sector intensified exponentially. Lab-grown producers honed their marketing, targeting consumers with messages of sustainability and affordability. Rather than engaging in a negative campaign against LGDs, Kellie’s strategy was to elevate the natural diamond story. He steered the NDC’s marketing away from simple product promotion and towards a deeper, more emotional narrative. Campaigns began to revolve around the “diamond dream,” emphasizing themes of rarity, timelessness, human connection, and the incredible billion-year journey of each stone. This was a sophisticated defense built on celebrating the inherent magic and provenance of natural diamonds—a territory where lab-grown diamonds could not compete.
Strategic Triumphs and a Lasting Legacy
Despite the immense pressures, Kellie’s strategic focus never wavered. He understood that to win the long game, the industry needed to speak with a unified, well-funded voice.
Architecting a Modern Marketing Machine
Under Kellie, the NDC’s approach became far more granular and effective. He implemented robust retailer outreach programs, providing thousands of independent jewelers with the marketing assets and educational tools they needed to tell the natural diamond story confidently. The council embraced social media, collaborating with influencers and celebrities like Ana de Armas to bring a fresh, contemporary glamour to the category. The message was clear and consistent: natural diamonds are a finite, precious miracle of nature, representing the ultimate symbol of love, commitment, and meaningful moments.
The Crowning Achievement: The Luanda Accord
Kellie’s most significant and enduring achievement is undoubtedly the Luanda Accord. For years, he had been a tireless advocate for greater industry-wide investment in category marketing. He relentlessly made the case to producers, big and small, that their collective future depended on pooling resources to inspire consumer desire.
This endeavor reached its crescendo first at the Dubai Diamond Conference in November 2023, where a broad consensus was reached, and was later formalized with the signing of the Luanda Agreement in Angola on June 18, 2024. This landmark agreement commits a wider consortium of global diamond producers to provide substantial, long-term funding for the NDC. It healed the financial wound left by Alrosa’s departure and put the organization on its strongest financial footing in history. For Kellie, it was the fulfillment of his primary mission.
A Graceful Exit and a Look to the Future
With the Luanda Accord signed and sealed, David Kellie has chosen his moment to plan a graceful exit. He has committed to staying through the end of 2025 to ensure a seamless leadership transition, oversee the onboarding of the new funding partners, and launch what he promises will be another successful campaign in the fourth quarter of this year.
His legacy will be that of a transformational leader who not only navigated the industry through a perfect storm but also fundamentally reshaped its approach to self-promotion. He replaced an outdated playbook with a modern, digitally-savvy, and emotionally resonant strategy. He unified a fragmented industry around a common cause and secured the resources necessary for it to thrive for years to come.
As for his personal future, Kellie is looking forward to a well-deserved rest. “My plans after the NDC? To enjoy a life of retirement, spending more time with friends and family, and traveling more,” he shared. But, with a spark that hints at the passion that drove his success, he added, “Unless something exciting tempts me to do otherwise!”
For the natural diamond industry, David Kellie’s tenure was more than just exciting; it was essential. He leaves the Natural Diamond Council not just intact, but stronger, smarter, and better prepared for the future than ever before.
