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).
-
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.
