MARKET INTELLIGENCE 市场情报 58 | JNA September/October 2025 sales to the Natural Diamond Council (NDC), which is tasked to develop and execute the global marketing campaign. Signatories include the Antwerp World Diamond Centre (AWDC), India’s Gem & Jewellery Export Promotion Council (GJEPC), the Dubai Multi Commodities Centre (DMCC), the African Diamond Producers Association, De Beers Group as well as the governments of Angola, Botswana, Namibia, Sierra Leone, the Democratic Republic of the Congo (DRC) and South Africa. 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 In 1947, De Beers launched its “A Diamond is Forever” campaign to reinvigorate the diamond market after the Great Depression and World War II. This iconic tagline defined diamonds for generations of consumers, firmly establishing the gems as symbols of timeless love and commitment. De Beers discontinued category marketing in the early 2000s. “A Diamond is Forever” has resurfaced every so often in De Beers’ brand-specific campaigns, but an overarching umbrella campaign to reinforce diamond demand among younger generations has been sorely missed. And this is why the Luanda Accord is one for the books. For the first time in history, diamond producers and stakeholders are coming together to fund a global campaign to market natural diamonds. Signed in Luanda, Angola on June 18, 2025, the agreement commits 1 per cent of annual rough diamond natural diamond dream 行业联手重燃天然钻石梦 Industry pact bolsters For the first time in history, major players in the diamond trade are uniting to finance category marketing of natural diamonds by pledging funds for a global marketing campaign by the Natural Diamond Council. 钻石业的主要持份者史无前例地联合起来， 支持天然钻石的品类营销，承诺为天然钻石协会的全球营销活动提供资金。
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