In a landmark move to strengthen global demand for natural diamonds, the Gem & Jewellery Export Promotion Council (GJEPC) has signed the Luanda Accord, joining Angola, Botswana, the Democratic Republic of Congo, Namibia, South Africa, De Beers, AWDC and DMCC in committing 1 percent of annual rough-diamond sales revenue to fund a unified marketing programme led by the Natural Diamond Council (NDC).
Under the Accord, producer governments and industry stakeholders affirm that coordinated promotion is essential to showcase the rarity, beauty and social impact of natural diamonds. Shaunak Parikh, Vice-Chairman of GJEPC, said, “The Luanda Accord transforms how our industry promotes natural diamonds worldwide. India, as the leading diamond manufacturing centre, stands shoulder to shoulder with African producer nations. A unified global marketing push is no longer optional—it is vital for sustainable growth.”
Botswana’s Minister of Minerals and Energy, Bogolo Joy Kenewendo, added, “One carat, one community, one life changed. Africa must lead a global narrative that connects diamonds with consumers through compelling storytelling.” DRC’s Minister of Mines, Kizito Pakabomba Kapinga Mulume, emphasised the importance of building trust among younger consumers, while Namibia’s Deputy Minister Gaudentia Krohne highlighted the need for “ethical marketing and clarity of messaging.”
The Luanda Accord calls on all industry participants—including miners, manufacturers, traders and retailers—to engage in and contribute to this global programme. Contributions will be channelled through the NDC, which will refine its governance to reflect member support and report on marketing outcomes annually.
By pooling resources and expertise, the Accord aims to reshape consumer perceptions, secure market share in key regions during the 2025 peak season and ensure a sustainable future for natural diamonds.
