Luanda Accord: 1% Revenue Pledge To Promote Natural Diamonds

Leading diamond-producing countries have signed the Luanda Accord in Angola.

The agreement commits governments and industry leaders to allocate 1% of annual diamond revenue to promote natural diamonds through the Natural Diamond Council (NDC).

Key points

• Natural diamonds provide jobs, generate national revenue, and support development in Africa and other producing regions.

• The Accord focuses on increasing consumer interest and demand for natural diamonds.

• Campaigns will educate buyers on the rarity, authenticity, and social benefits of natural diamonds.

• Funding will come from 1% of rough diamond sales revenue by participating governments and De Beers Group.

• The NDC will run global marketing programs targeting key consumer markets.

• The plan addresses competition from synthetic diamonds and changing global market conditions.

• Industry members across the value chain — from miners to retailers — are invited to join the effort.

Statements from leaders

• Angola’s Minister of Mineral Resources, Oil and Gas, Diamantino Azevedo: “Natural diamonds are a lifeline for millions and a foundation for economic growth.”

• Botswana’s Minister of Minerals and Energy, Bogolo Joy Kenewendo: “We are committed to telling the world the story of natural diamonds with ambition and transparency.”

• David Kellie, CEO of NDC: “The industry needs stronger investment in consumer demand to ensure future prosperity.”

Why does this matter to you

If you are in the diamond trade, this initiative aims to protect your market by:

• Strengthening the reputation of natural diamonds against synthetics.

• Educating consumers on why natural stones carry lasting value.

• Building trust in sourcing and authenticity.

• Increasing sales potential in key markets before the 2025 peak season.

Questions to think about

• How can you use this marketing push to boost your own sales?

• Are you prepared to share your own sourcing and product stories with customers?

The Luanda Accord marks a united move to invest in the future of natural diamonds — and to keep them at the heart of global jewelry demand.

De Beers And Endiama Discover New Kimberlite Field In Angola

De Beers Group and Endiama have discovered a new kimberlite field in Angola, the first for De Beers in over 30 years. Learn about the find, exploration plans, and their impact on the diamond industry.

• De Beers Group and Angola’s national diamond company, Endiama, have found kimberlite in Angola.

• Kimberlite is the host rock where diamonds are formed.

• This marks De Beers’ first new kimberlite field discovery in over 30 years.

Key Facts

• In July 2025, drilling began on a high-priority cluster of targets in Angola.

• The targets came from airborne surveys completed in March 2025.

• The first drill hole hit kimberlite, confirming the presence of the diamond-bearing rock.

What Happens Next

• More drilling will be carried out.

• Ground geophysical surveys will follow.

• Laboratory tests will confirm the type of kimberlite and its diamond content.

Partnership and Agreements

• De Beers and the Government of Angola signed two Mineral Investment Contracts in April 2022.

• A Memorandum of Understanding was signed in February 2024 at Mining Indaba.

• These agreements support long-term exploration and responsible diamond development.

CEO’s Perspective

Al Cook, CEO of De Beers Group, said:
Angola is one of the best places to search for diamonds. This discovery strengthens our commitment. It shows what can be achieved through strong partnerships. We value the efforts of President Lourenco and his government in improving transparency and creating a business-friendly environment. We look forward to helping unlock Angola’s diamond potential both underground and in local communities.

Why This Matters to You

• Angola is emerging as a significant player in global diamond exploration.

• New discoveries like this can lead to increased supply and investment opportunities.

• Partnerships between governments and mining companies shape the future of the diamond industry.