Diamond producers and stakeholders signed a historic agreement that could significantly bolster industry-wide efforts to promote and market natural diamonds.
Signatories to the Luanda Accord, inked in Luanda, Angola on June 18, 2025, which include the Antwerp World Diamond Centre (AWDC) and De Beers Group, among others, also pledged to funnel 1 per cent of annual rough diamond sales to the Natural Diamond Council (NDC), which is tasked to develop and execute the global marketing campaign.
Ongoing macroeconomic factors and shifting consumer preferences require an industry-wide action that “harnesses the capabilities of the full diamond value chain – from producer governments and miners to manufacturers, traders and retailers,” an excerpt from the Luanda Accord stated.
“Effective action is urgently required to build and sustain consumer demand for natural diamonds,” noted the signatories. “We commit to working together to help ensure that a new generation of consumers is not only aware of the rarity and natural beauty of diamonds, but also of the positive impact they have made — and continue to make.”
The global and generic marketing effort will focus on key consumer regions, with a more comprehensive strategy to be developed and executed by the NDC in time for the peak sales season of 2025 and beyond.
AWDC Chairman Isidore Mörsel, who co-signed the agreement, called the initiative a historic turning point for the global diamond sector.
Shaunak Parikh, vice chairman of the Gem & Jewellery Export Promotion Council (GJEPC), remarked, “The Luanda Accord marks a fundament shift in the way our industry comes together to protect and promote the future of natural diamonds. As the world’s largest diamond manufacturing centre, India is proud to stand shoulder to shoulder with African producer nations and global partners. A unified global marketing push is no longer optional — it is essential. GJEPC remains deeply committed to this shared vision and is ready to contribute actively to the next chapter of sustainable growth for our industry.”
Botswana’s Minister of Minerals and Energy, Bogolo Kenewendo, also advocated for a unified narrative to elevate natural diamonds. He stated, “One carat, one community, and one life changed. We need to move from fragmented messages to united storytelling. Africa must lead a global strategy to market diamonds. We will be the real storytellers who connect diamonds with consumers.”
DRC’s Minister of Mines, Kizito Pakabomba Kapinga Mulume, voiced strong support for a globally coordinated marketing effort, noting its importance in building trust and confidence among consumers — especially younger buyers.
Namibia's Deputy Minister for Industries, Mines and Energy Gaudentia Kröhne echoed this sentiment, stressing the need for “ethical marketing and clarity of messaging.” She affirmed that Namibia supports the movement towards a united diamond world, especially in the collective promotion of natural diamonds.
The World Federation of Diamond Bourses likewise expressed full support for the Luanda Accord. Other signatories include Angola, Botswana, South Africa, Namibia, and DRC, in collaboration with GJEPC, AWDC, the Dubai Multi Commodities Centre and De Beers.
PUBLICATION
20/06/2025
