DiamondBuzz
De Beers India MD Calls for Better Tech to Distinguish Synthetic and Natural Diamonds
De Beers India managing director Amit Pratihari expressed concerns over the lack of transparency in synthetic diamond sales, emphasizing the importance of clear disclosure to consumers. He highlighted the need for proper certification and reliable grading institutions to distinguish natural diamonds from lab-grown ones, adding that the company’s in-house lab, which used to serve only De Beers brands, is now available to other retailers as well. The natural diamond industry, he noted, is collaborating with the Gems and Jewellery Exports Promotion Council and the government to standardize quality certifications and grading parameters.
While Pratihari does not view the synthetic diamond market as direct competition, he acknowledges the growing popularity of lab-grown diamonds and the need for regulation to ensure consumers are well-informed. India, following the Federation Trade Commission (FTC) guidelines, now mandates that synthetic diamonds be clearly labeled as such, with further developments expected in grading standards.
In terms of retail growth, De Beers is optimistic about India’s diamond market, projecting it will grow from $8.5 billion in 2024 to $17 billion by 2030. To tap into this potential, the company plans to significantly increase its retail presence, including opening 100 exclusive outlets for its Forevermark brand, with the goal of reaching $100 million in sales by 2030.
DiamondBuzz
Susie Dewey Appointed Chief Marketing Officer At Natural Diamond Council
Seasoned Global Marketer Joins To Elevate The Narrative Of Natural Diamonds and Drive Cultural Relevance Worldwide
The Natural Diamond Council today announces the appointment of Susie Dewey as Chief Marketing Officer (CMO), marking a significant step forward in strengthening its global marketing leadership and cultural influence.
Susie joins the organisation with over 17 years of experience shaping and evolving globally recognised fashion and lifestyle brands. She has held senior leadership roles across internationally renowned companies, including Tapestry, NET-A-PORTER and Michael Kors, following an early career in PR at Topshop and Burberry.
Throughout her career, Susie has led integrated marketing strategies, global partnerships and high-profile brand activations—building a strong track record of driving brand growth, customer acquisition and cultural relevance across international markets.
In her role as CMO, Susie will lead the Natural Diamond Council’s global marketing and communications strategy, further elevating the narrative of natural diamonds and strengthening the organisation’s position at the intersection of culture, creativity and impact.
Susie brings an integrated approach to modern marketing, combining creative and commercial thinking to translate brand vision into insight-led campaigns that deliver measurable business impact. Known for her instinctive understanding of brand building, she has consistently positioned brands at the centre of cultural conversations.
A collaborative and emotionally intelligent leader, Susie is deeply committed to building high-performing teams and fostering environments where talent can thrive.
– Amber Pepper, CEO, National Diamond Council
“Susie’s appointment marks an exciting moment for the Natural Diamond Council. Her ability to connect brand, culture and commercial impact makes her exceptionally well placed to lead our global marketing efforts.”
– Susie Dewey, CMO, National Diamond Council
“I’m incredibly excited to join the Natural Diamond Council at such a pivotal time. The opportunity to shape the global narrative around natural diamonds is one I’m truly passionate about.”
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