Mmegi

Taylor Swift, Ronaldo and the enduring allure of diamonds

Friday, September 05, 2025 | 170 Views |

Symbol
of love:
Taylor Swift’s engagement ring has set jewellery markets ablaze

The older generations, from Baby Boomers to Millennials, essentially powered Botswana’s post-Independence growth by buying into the magic of diamonds and snapping up jewellery. Gen Zs are cynical, questioning and “woke,” but they can be won over, writes MBONGENI MGUNI

Under the Luanda Accord signed by Botswana, De Beers, other African diamond producers and the Natural Diamond Council recently, all members will contribute one percent of their revenues to an industry-wide, global marketing campaign.

That campaign is set to kick off in a few weeks and will focus on Gen Zs - the key generation for diamond demand, both now and into the medium term.

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