Luanda Accord: Bold new step for natural diamonds
Mbongeni Mguni | Tuesday July 8, 2025 09:28
The natural diamond industry is mounting the largest marketing campaign in more than a decade.
Last year the industry agreed to reignite “category marketing” which involves diamond producers, retail jewellers and countries, linking up to promote natural diamonds. Natural diamond industry leaders acknowledge that over the decades, individual companies instead prioritised marketing their specific brands or products, a focus that left the industry open to synthetics and other non-diamond jewellery.
With the industry reeling from a prolonged slump, partly caused by the encroachment of synthetics, the category marketing campaign is seen as critical to resuscitating demand for natural diamonds.
As the diamond industry heads into its peak season which falls between Thanksgiving in the United States and the Chinese New Year, the campaign is expected to launch by focussing on telling the real-world good natural diamonds do in countries such as Botswana.
The campaign is also leveraging on the widescale traceability and provenance blockchain technology introduced by companies such as De Beers and used for produce from countries such as Botswana to track diamonds from their soils, through cutting and polishing and all the way to store shelves.
In Luanda last week, Botswana, Angola, South Africa, together with De Beers and other partners, agreed to set aside one percent of their diamond revenue toward natural diamond category marketing.
Speaking from London, Natural Diamond Council (NDC) chief executive officer, David Kellie, provides details on the Luanda Agreement and its potential for the industry.
Mmegi: We have noted the commentary and info coming out of the Luanda meeting. From the NDC’s perspective, what was the import of this meeting? Kellie: The agreement in Luanda is a landmark moment for the natural diamond industry. Nations are coming together with key industry associations and companies to form the future of natural diamonds through joint funding of natural diamond marketing.
Mmegi: What is the essence of the agreement signed today and how quickly will the commitments around funding marketing kick in? Kellie: The Luanda agreement outlined the joint commitment to growing our category by igniting consumer demand. Something that will have great impact on future consumers' desire to invest in diamond jewellery.
Mmegi: Kindly elaborate on the total marketing budget agreed upon in Luanda and how much countries such as Botswana have pledged to contribute in terms of percentage? Kellie: As a guiding principle all diamond producing nations will contribute with 1% of their diamond revenue toward natural diamond marketing.
This ensures continued and long-term investment into category marketing which is essential for diamonds as a product that connects to consumer emotions.
Mmegi: For some time, the industry did not come together to push collective marketing (category marketing). How important is it for the industry to do so now? Kellie: The importance is greater today than ever that we meet consumers where they are—in their quest for information on diamonds or when browsing for inspiration.
A diamond is an innately emotional product and we want future generations of consumers to have the chance to connect to its value. Consumers want to invest in products that have an innate value and that contributes positively to the producer communities.
Mmegi: The NDC is renowned for using emerging platforms preferred by Gen Z’s for its marketing campaigns. What role is the Council playing under the agreement signed today? Kellie: The Natural Diamond Council is a not-for-profit marketing organisation dedicated to growing consumer demand for natural diamonds. We are committed to inspiring and educating consumers on the value of natural diamonds and Engaging consumers on the platforms where they spend time.
The Luanda agreement has shown how this commitment is shared by Angola and the other diamond producing countries.
Mmegi: What more do you believe the industry needs to do to resuscitate demand for natural diamonds and how do you rank the chances of success following the agreement sealed today? Kellie: The Luanda agreement is a milestone achievement for the natural diamond industry and we firmly believe it will be a cornerstone upon which we will see great future success.