Natural Diamond Council CEO Amber Pepper to take charge in 2026

The Natural Diamond Council has announced a change in leadership as it prepares for its next phase of growth in a shifting luxury landscape. Natural Diamond Council CEO Amber Pepper will assume the role from 1 February 2026, succeeding current chief executive David Kellie, who plans to retire at the end of this year.

Pepper is being introduced as a seasoned global leader with experience in luxury brand transformation, commercial growth and digital innovation. The council noted her previous roles at Tapestry, Farfetch and Harrods, as well as her most recent position as Chief Marketing and Customer Officer and Managing Director at luxury digital platform Mytheresa.

In her new role, Pepper will be responsible for shaping a narrative that reinforces the desirability of natural diamonds and drives measurable commercial outcomes. Her mandate includes strengthening consumer demand, deepening industry partnerships and ensuring that natural diamonds remain clearly positioned in an increasingly competitive market.

A key focus area will be expanding digital engagement, particularly with younger consumers, while using data led insights to design marketing strategies that build emotional connection and support long term loyalty.

The Natural Diamond Council said Pepper’s global perspective and understanding of luxury consumers make her well suited to guide the organisation. Chair Sandrine Conseiller described her as an exceptional choice to lead the council and galvanise the industry around a shared agenda.

Pepper’s appointment comes at a time when luxury brands are rethinking how they communicate value, heritage and sustainability to audiences who consume content across multiple platforms. Her background in both traditional luxury environments and digital first businesses gives her experience in bridging these worlds.

Kellie, who has led the organisation since 2019, oversaw its rebrand from the Diamond Producers Association to the Natural Diamond Council. During his tenure, he helped steer the organisation through the disruption of the COVID 19 pandemic while working to keep natural diamonds visible and relevant amid changing consumer behaviour.

Under Pepper’s leadership, the council is expected to place even greater emphasis on building a compelling, modern story around natural diamonds that resonates with both established customers and new audiences. This includes positioning natural diamonds as emotionally meaningful purchases while also demonstrating their place within broader cultural and lifestyle narratives.

The focus on data driven insight suggests that future campaigns and partnerships will be closely tied to measurable outcomes, from brand consideration to purchase intent and loyalty. At the same time, continuity with Kellie’s work on industry collaboration and category level marketing provides a foundation for the council to build on.

As the organisation moves into this new phase, the combination of Pepper’s luxury and digital expertise with the council’s existing platform is intended to help natural diamonds maintain their distinct place within a crowded and evolving jewellery market.

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