NCDIA Launches #1 Website for Natural Color Diamonds

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The Natural Color Diamond Association (NCDIA) announced today the launch its new website,

We expect to be the Number One consumer resource for information on natural color diamonds.

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Sam Merksamer, Executive Director of The Natural Color Diamond Association (NCDIA), announced today the launch the association's new website, Merksamer stated, "We expect to be the Number One consumer resource for information on natural color diamonds."

The development of this new, consumer-friendly website reflects growing interest in and demand for natural color diamonds and research that suggests consumers search for information before they buy jewelry, usually on the internet, and then seek out reputable retailers to make a confident purchase.

The Buyer's Guide, Retail Locator and Design Gallery on, is designed to build consumer confidence in the category by providing consumers easy access to information about natural color diamonds, allow them to "window shop" for natural color diamond jewelry and learn how and where to go to purchase and natural color diamonds.

Frequently asked questions about Natural Color Diamonds are answered in the Buyer's Guide, including rarity, origin of color, value, affordability and authenticity. The website has been particularly designed for easy navigation by a consumer and the entire website is searchable by color category so that a user can delve directly into the color of their choice, or they can learn more general information first and then decide which color is their favorite.

Since research has shown that most people have a color in mind before they start, each section is linked together by color category. For instance, once a user reads about yellow diamonds in the section entitled Discover Nature's Extraordinary Gems, they can link to the Designer Gallery to view yellow diamond jewelry or the News Section to discover the latest styles and trends. takes one critical step beyond just creating interest in the category and educating the consumer by helping the consumer to close the circle on a natural color diamond jewelry purchase. This is accomplished in one of two ways. Either the consumer will find a jeweler on the Retail Locater provided, or they can contact the manufacturer through the Design Gallery who will then suggest an authorized dealer that carries their product. All stores in the Retail Locator and manufacturers in the Design Gallery are members of the NCDIA.

A variety of Internet and traditional marketing strategies will be employed to ensure visibility of the site, including organic search engine optimization through rich content, RSS news feeds and linking as well as pay-per-click, banner and traditional print advertising to reach the consumer as well as the trade.

The website has been designed by Loren Stomel Advertising, Inc. of Culver City, California reflecting the extensive research of "Consumers Perception of Natural Color Diamonds" commissioned by the NCDIA and carried out by Sponsorship Research International (SRI).

Merksamer stated that "the newly designed web site is only one segment of the overall, two-prong NCDIA strategy to provide education for the consumer and marketing support for the trade that will help grow a natural color diamond business."

The Natural Color Diamond Association is the world's leading authority on Natural Color Diamonds. The organization is dedicated to growing the Natural Color Diamond market by educating and informing both business and consumers alike.

The NCDIA currently has over 40 members and represents mining companies, diamond manufactures, designers and retailers from around the world who are dedicated to expanding the market for the broad spectrum of Natural Color Diamonds.

For more information about the NCDIA or about joining the NCDIA go to or contact the NCDIA office in New York at 212-644-9747.


Jen Merksamer

212 644-9747

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