National News
Kimberley Process Intersessional 2026 Concludes In Mumbai Under India’s Chairship With Focus On Future Of Natural Diamond Sector
Union Minister Of Commerce and Industry Shri Piyush Goyal Reaffirms India’s Commitment To Strengthening Credibility, Compliance and Consumer Confidence In The Natural Diamond Sector
Intersessional Focuses on Transparency, Governance and Operational Reforms in Natural Diamond Trade
The Kimberley Process (KP) Intersessional Meeting 2026 concluded in Mumbai under India’s Chairship, bringing together representatives from KP Participants, Observers, industry stakeholders and civil society organisations for four days of deliberations on the future of the natural diamond sector.
Welcoming the conclusion of the Intersessional, Union Minister of Commerce and Industry Shri Piyush Goyal said India, as the world’s leading centre for diamond cutting and polishing, recognises the vital role of the Kimberley Process in ensuring that natural diamonds remain a symbol of trust, responsibility and shared prosperity. He said that under India’s Chairship, the country remains firmly committed to advancing the 3Cs – Credibility, Compliance and Consumer Confidence – and to working with all Participants and stakeholders to strengthen the KP’s relevance in a rapidly evolving global marketplace.
The Minister further said the natural diamond sector sustains millions of livelihoods across producing, processing and consuming nations, and India will continue to champion a KP that is robust, transparent and responsive to both industry and consumer expectations.
Held under India’s Chairship theme of the 3Cs – Credibility, Compliance and Consumer Confidence – the Intersessional advanced discussions on strengthening trust, transparency and cooperation within the Kimberley Process framework.
During the Intersessional, Working Groups and Committees held detailed discussions on monitoring, technical processes, governance, statistics and artisanal production, with a sustained focus on strengthening transparency, improving operational mechanisms and reinforcing trust across the natural diamond value chain.
KP Chair 2026 Suchindra Misra said the progress achieved during the Mumbai Intersessional reflected the shared commitment of Participants and Observers towards keeping the Kimberley Process credible, relevant and responsive to the evolving dynamics of global diamond trade and consumer expectations. He emphasized that trust remains the foundation of the natural diamond trade and highlighted the importance of reinforcing the Kimberley Process as a pillar of responsible sourcing, transparency and confidence across the diamond value chain.
The Intersessional also highlighted the importance of enhancing communication and outreach efforts to better convey the positive impact of the Kimberley Process to end consumers, including responsible sourcing practices, development outcomes and livelihood support across producing nations and communities.
The discussions held during the Intersessional will carry forward into the KP Plenary scheduled to be held in New Delhi later this year, with a continued focus on credibility, compliance and consumer confidence under India’s Chairship through 2026.
The meeting witnessed participation from KP Participants, the World Diamond Council, Civil Society Coalition members, industry bodies and other stakeholders. The Chair underlined that the Kimberley Process’ unique tripartite structure and consensus-based approach, bringing together governments, industry and civil society, continues to be one of its key strengths.
The Kimberley Process Certification Scheme, established under United Nations General Assembly Resolution 55/56 of 2000, is a global initiative aimed at preventing conflict diamonds from entering legitimate trade and promoting responsible sourcing across the natural diamond supply chain.
As a leading global centre for diamond cutting and polishing, India reaffirmed its commitment to the objectives of the Kimberley Process and to promoting transparency, sustainability and responsible practices in the natural diamond sector.
Concluding Statement by Kirit Bhansali, Chairman, GJEPC on the KP Intersessional 2026:

As the Kimberley Process Intersessional Meeting 2026 concludes in Mumbai, the Gem & Jewellery Export Promotion Council (GJEPC) reaffirms its commitment to strengthening a credible, compliant, and consumer-confident natural diamond trade.
Over the last four days, we have seen constructive dialogue among governments, industry, and civil society on advancing the 3Cs framework—Credibility, Compliance, and Consumer Confidence—that India has set for its Chairmanship year. The discussions on strengthening the Kimberley Process Certification Scheme (KPCS), monitoring and compliance mechanisms, artisanal production, and supply chain transparency are critical to ensuring the KP remains relevant in a marketplace shaped by transparency, sustainability, and digital verification.
GJEPC welcomes the unified focus on reinforcing trust in ethically sourced natural diamonds and on adapting the KP to evolving global challenges. Natural diamonds represent a sustainable product and livelihood for millions, and the Kimberley Process continues to be one of the most progressive certification systems globally.
We will continue to work closely with the Government of India, KP Participants, the World Diamond Council, and civil society to support India’s leadership and to advance best practices that safeguard the integrity of the global diamond industry. GJEPC remains committed to ensuring that consumer confidence in conflict-free diamonds is strengthened across all markets.
Let us carry forward the momentum from Mumbai to build a more transparent, inclusive, and future-ready Kimberley Process for the benefit of producing nations, the trade, and consumers worldwide.
National News
Natural Diamond Council Successfully Challenges Misleading Ads By Synthetic Diamond Retailers
Jewellery Retailers Ordered To Take Down Misleading Synthetic Diamond Adverts
Natural Diamond Council has welcomed two rulings from the UK’s advertising watchdog backing its efforts to protect consumers from misleading adverts of synthetic diamonds.
The not-for-profit organisation, which exists to promote and protect the integrity of the global natural diamond industry, complained to the Advertising Standards Authority (ASA) about adverts by two retailers that failed to mention their products were laboratory-grown.
On May 13, 2026, the regulator upheld both complaints. It agreed that UK-based Novita Diamonds and Hong Kong-based Linjer Ltd had misled consumers and were in breach of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).
The companies were told their adverts must not appear again with the same wording. The ASA also told them not to “misleadingly” use the term ‘diamond’ to describe their synthetic diamonds in isolation without a clear and prominent qualifier, such as ‘synthetic’ or ‘laboratory-created’.
Amber Pepper, CEO, Natural Diamond Council said:

“This is a victory for consumers. Diamonds carry deep emotional significance and are often bought to mark life’s meaningful moments. It’s vital that consumers can make informed choices in total confidence.
This is not the first time we have successfully challenged advertising that blurs the distinction between mass-produced products grown in a factory and products of nature formed deep in the Earth over billions of years. We applaud the regulator for once again standing up for consumers – something we too will continue to do as part of our wider mission to educate and inspire people on the values of natural diamonds and their positive impact.”
Novita Diamonds Advert
The Novita Diamonds ruling concerned two paid-for Meta ads. The first showed an image of a diamond ring with a description that included the words:
“Novita Diamonds Ready-to-Ship Engagement Rings 1-10 days”
The second ad featured a video showing clips of diamond rings with on-screen text including:
“Premium Diamonds”
“Shop our ready-to-ship collection today – Novita Diamonds”
Linjer Advert
The Linjer ruling related to two paid-for Google ads. Both included the phrase:
“Discover our brilliant diamonds”
What the Rulings Mean for Trade Participants
In both cases, the ASA referenced the National Association of Jewellers’ (NAJ) Diamond Terminology Guideline, which is assured and recognised by Trading Standards in the UK market.
It states that when referring to synthetic diamonds:
- Use one of the following authorised qualifiers: ‘synthetic’, ‘laboratory-grown’ or ‘laboratory-created’
- Do not use abbreviations such as ‘lab-grown’ and ‘lab-created’
- Do not use the terms ‘cultured diamonds’ and ‘cultivated diamonds’
- Do not use the terms ‘real’, ‘genuine’, ‘precious’, ‘authentic’ and ‘natural’ for synthetic diamonds
The ASA ruled that whether a diamond was natural or synthetic would be a key consideration for many consumers. To avoid misleading advertising, this information must be clearly stated upfront in the advertisement itself — not only on the website consumers visit later.
The Novita Diamonds ruling also clarified that even if an advertisement does not explicitly mention the word “diamond,” a qualifier is still required if the brand name includes the word “Diamonds.”
The ruling against Linjer further confirmed that ASA regulations apply to UK-targeted paid media, including Meta and Google ads, even if the advertiser is based overseas.
A Track Record of Consumer Protection
Natural Diamond Council has challenged misleading advertising several times in recent years.
In 2024, the ASA upheld a complaint against Skydiamond for failing to clearly identify its products as laboratory-grown. While not conducting a separate investigation on UK jeweller Stephen Webster, the regulator informed the company that the same ruling applied to its advertising materials.
The ASA also investigated complaints against Lark & Berry and Idyl, which it considered likely to be in breach of its code. In both cases, the rulings were published as informally resolved after the companies agreed to amend their advertisements.
“These rulings should send a strong message to manufacturers and retailers,” said David Troostwyk, President of the London Diamond Bourse, which jointly filed the latest complaints against Linjer and Novita Diamonds. “Misleading practices exploit the timeless value people associate with natural diamonds to unduly benefit companies at the expense of consumers. We hope the message is now cutting through that irresponsible advertising will not be tolerated.”
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