The signatories—mining ministers of Angola, Botswana, South Africa, Namibia and DRC, besides GJEPC, AWDC, DMCC and De Beers—pledged to contribute 1% of annual rough diamond revenues to fund a worldwide marketing campaign spearheaded by the Natural Diamond Council
Luanda: In a landmark development to boost consumer demand for natural diamonds, the Gem and Jewellery Export Promotion Council (GJEPC) got together with leading diamond-producing nations and industry bodies to sign the Luanda Accord in the Angolan capital Luanda on June 18, 2025. The signatories—mining ministers of Angola, Botswana, South Africa, Namibia and DRC, besides the GJEPC, Antwerp World Diamond Centre (AWDC), Dubai Multi Commodities Centre (DMCC) and De Beers—pledged to contribute 1% of annual rough diamond revenues to fund a global marketing campaign led by the Natural Diamond Council (NDC).
The Luanda Accord signatories include: Diamantino Azevedo from the Government of the Republic of Angola, Bogolo Joy Kenewendo from the Government of the Republic of Botswana, Kizito Pakabomba Kapinga Mulune from the Government of the Democratic Republic of Congo, Gaudentia Krohne from the Government of the Republic of Namibia, Gwede Mantashe from the Government of the Republic of South Africa, Shaunak Parikh, Vice Chairman, the Gem & Jewellery Export Promotion Council, Al Cook, Chief Executive Officer of the De Beers Group, Isidore Mörsel, President, Antwerp World Diamond Centre and Maryam Al Hashemi, Director Precious Metals and Commodities at the Dubai Multi Commodities Centre.
“Marketing is a fundamental pillar of the natural diamond industry’s future. We jointly resolve to exclusively promote natural diamonds through a global, generic marketing effort focused on key consumer regions. This effort must be informed by a shared vision, shaped by inclusive governance, and backed by sufficient and sustained resources. We acknowledge the valuable work already undertaken, including by the Natural Diamond Council, through previous generic marketing activity and agree that further funding is essential to build upon this foundational work. A more robust strategy must be developed with urgency and executed swiftly by the Natural Diamond Council to support the peak sales season of 2025 and beyond,” read the text of the accord.
Commenting on the Luanda Accord, Shaunak Parikh, Vice Chairman, GJEPC, said, “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’s 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, passionately advocated a unified narrative to elevate natural diamonds, stating, “One carat, one community, and one life changed… We need to move from fragmented messages to united story-telling. Africa must lead a global strategy to market diamonds. We will be the real story-tellers 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.
The Deputy Minister of Namibia, Gaudentia Khrone, 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 joint initiative aims to reshape consumer perception and ensure a sustainable future for natural diamonds through collaborative, industry-wide action. The signatories pledged a shared commitment to support the natural diamond industry and the communities whose lives and livelihoods depend upon it.
According to industry reports, the global natural diamond market was valued at approximately $ 97.57 billion in 2024 and is projected to grow to $ 138.66 billion by 2032, reflecting a compound annual growth rate (CAGR) of 4.5% over this period.
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