Diamond companies are bolstering support for an industry-wide campaign aimed at revitalising demand for natural diamonds. 

Angolan diamantaires Endiama EP and Sodiam EP are contributing US$8 million to the initiative through the Natural Diamond Council (NDC) – an amount that industry leader De Beers Group committed to match. 

The funds, to become available by the second half of 2025, are aimed at boosting natural diamond promotions and marketing during “the most critical commercial season for the industry.”

State-owned Endiama and Sodiam recently joined the NDC, demonstrating support for generic category marketing of natural diamonds. 

“With Angola's diamond industry on the rise, promoting the values and socioeconomic contributions of natural diamonds is a national priority,” stated Diamantino Azevedo, Angola's minister of Mineral Resources, Oil and Gas. “By joining NDC, Endiama and Sodiam are formalising our dedication to a global strategy that highlights the unmatched benefits of natural diamonds to new generations of consumers.” 

Current NDC member De Beers said the US$8 million in additional funding that it had pledged highlights its belief that the sustainable development and marketing of natural diamonds should be a shared responsibility across the entire industry.

With increased investments from members, NDC said it will continue to enhance public awareness of the core values associated with natural diamonds, with the goal of providing a thorough understanding of their rarity, authenticity and uniqueness. Ultimately, this could help consumers recognise the essential role that the industry plays in global socio-economic development and ecological conservation, noted NDC. 

Other NDC members include Okavango Diamond Co, Petra Diamonds, Rio Tinto and Murowa.