MARKET INTELLIGENCE 市场情报 JNA September/October 2025 | 59 Signatories to the Luanda Accord 《罗安达协议》签署仪式 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. Unified front AWDC Chairman Isidore Mörsel, who co-signed the agreement, called the initiative a historic turning point for the global diamond sector. GJEPC vice chairman Shaunak Parikh remarked, “The Luanda Accord marks a fundamental 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 (WFDB) likewise expressed full support for the Luanda Accord. “I am very gratified to see the mobilisation of the global diamond industry to promote natural diamonds,” said WFDB President Yoram Dvash. “Now is the time to lead with unity to protect the value and legacy of the natural diamond. United, we will remind the world why a natural diamond will always be forever.” Further pledges Diamond companies are also bolstering support for the global campaign. Angolan diamantaires Endiama EP and Sodiam EP are contributing US$8 million to the initiative through the NDC, an amount that De Beers Group committed to match. The funds, which were set 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. Diamond dream 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 consumers with 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. The first serious conversation on an industry-wide fund for category marketing took place at the Dubai Diamond Conference in November 2024. Industry organisations – AWDC, GJEPC and DMCC – pledged to financially support the activities of NDC, which was severely hampered when sanctions on Russian diamonds waylaid funding from Alrosa. At the time, NDC CEO David Kellie said all entities that invested in the council would have representation over its activities and initiatives. “De Beers used to take on the role of consumer marketing. We are resting on the laurels of what De Beers had created. It is time to get serious about global category marketing,” said Kellie, who is retiring from the council at the end of the year. At press time, the search for a new CEO was ongoing.
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