WFDB Chief Mehul Shah Calls for Global Natural Diamond Mark at HK Show

HONG KONG : The global natural diamond industry needs a common identity that consumers can trust, World Federation of Diamond Bourses (WFDB) President Mehul Shah said at the Hong Kong Jewellery Show, calling for a globally registered authenticity mark for natural diamonds and a standardised grading system.

Shah said the industry should create a symbol similar to the Woolmark, allowing consumers to instantly identify genuine natural diamonds and understand their authenticity, origin and quality.

“Just as Woolmark became the trusted symbol for pure wool, natural diamonds deserve a globally registered mark. Every genuine natural diamond should carry the right to use this mark,” Shah said.

He also raised concerns over differences between laboratory grading systems, which, he said, can create confusion among consumers.

“Trade bodies and laboratories should come together and make a standardised grading system, regulated through governments,” Shah said.

He compared the proposal with established gold purity standards, arguing that uniform grading could improve consumer confidence and strengthen trust in diamond values.

Addressing industry representatives from Hong Kong, China, Botswana and Namibia, Shah outlined several priorities for the sector. He called for greater value addition through branding, innovation and jewellery design, saying the industry must sell the “art” behind jewellery rather than diamonds merely as commodities.

He also stressed closer cooperation between mines, manufacturers and markets, describing the journey from mine to market as one that must be transparent and trackable. Blockchain technology and robust traceability, he said, should play a greater role.

Shah urged the industry to invest in consumer-level marketing and present the natural diamond sector as responsible, ethical and transparent.

He said natural and laboratory-grown diamonds should be treated as separate categories, while emphasising clear disclosure and consumer protection.

“We must protect the customer. Declarations must appear on invoices, certificates and branding,” he said.

Shah also appealed to organisers of the Hong Kong Jewellery Show to avoid scheduling future editions during Paryushan, the eight-day Jain festival, saying the timing can make it difficult for members of the Jain business community to attend.

He concluded by calling for greater unity across the diamond industry.

“The future lies in collaboration, authentic storytelling, technological innovation and consumer confidence,” Shah said.