SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds
Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
In the “Luanda Accord,” signed last week in Angola, industry players agreed to invest in natural diamond category marketing via allocations to the Natural Diamond Council.
Luanda, Angola—Last week, industry leaders and representatives from the governments of diamond-producing countries signed an agreement to invest in the promotion of natural diamonds.
Signed in Angola’s capital city and called the “Luanda Accord,” the agreement states that participating producer governments and De Beers Group will allocate 1 percent of annual revenue generated from rough diamond sales to the Natural Diamond Council to market natural diamonds globally.
It was signed by the following countries, trading centers, and organizations: Angola, Botswana, Namibia, South Africa, Sierra Leone, Democratic Republic of the Congo, Antwerp World Diamond Centre, African Diamond Producers Association, Gem and Jewellery Export Promotion Council, and the Dubai Multi Commodities Centre.
“Natural diamonds are more than just precious stones—they are a lifeline for millions of people and a cornerstone of economic opportunity in many of our countries,” Angola’s Minister of Mineral Resources, Oil and Gas Diamantino Azevedo said at the conclusion of the Ministerial Roundtable meeting in Luanda, Angola.
The accord outlines the signatories’ shared commitment to boost interest in natural diamonds—particularly among younger consumers—as well as understanding of and demand for the stones through education and storytelling about the rarity, authenticity, and positive impact they have on communities and producer nations.
It includes a focus on funding for natural diamond category marketing, specifically on launching an “enhanced” category marketing campaign ahead of the 2025 holiday season.
The investments will build on the foundations of previous campaigns and expand the NDC’s scope and reach in key consumer regions, said NDC, which has seen its annual budget shrink since the exit of Alrosa in 2022.
“Bringing together key leaders in the industry highlights the challenge facing the industry of insufficient investment in growing consumer demand,” NDC CEO David Kellie said.
“I am greatly appreciative to all the ministers who attended the meeting and their commitment to focus on consumer demand as the driver of future prosperity. I’d also like to thank De Beers for its unwavering support, and to the diamond centers of Antwerp, Dubai, and Mumbai for their role in making the accord happen.”
The Luanda Accord represents a turning point for the industry, said NDC, and a renewed promise to the communities and countries whose futures are “intertwined with the enduring brilliance of natural diamonds.”
The agreement also calls on miners, traders, retailers and other participants in the diamond value chain to support the initiative, noting the importance of a shared vision for the industry to secure a sustainable and prosperous future.
“This is a decisive step forward,” Botswana’s Minister of Minerals and Energy Bogolo Joy Kenewendo said.
“By coming together, we are sending a compelling message: that the future of natural diamonds lies in ambition, transparency, and a commitment to telling our story to the world, and that we are all committed to investing and telling that story.”
Related stories will be right here …
Signed in Angola’s capital city and called the “Luanda Accord,” the agreement states that participating producer governments and De Beers Group will allocate 1 percent of annual revenue generated from rough diamond sales to the Natural Diamond Council to market natural diamonds globally.
It was signed by the following countries, trading centers, and organizations: Angola, Botswana, Namibia, South Africa, Sierra Leone, Democratic Republic of the Congo, Antwerp World Diamond Centre, African Diamond Producers Association, Gem and Jewellery Export Promotion Council, and the Dubai Multi Commodities Centre.
“Natural diamonds are more than just precious stones—they are a lifeline for millions of people and a cornerstone of economic opportunity in many of our countries,” Angola’s Minister of Mineral Resources, Oil and Gas Diamantino Azevedo said at the conclusion of the Ministerial Roundtable meeting in Luanda, Angola.
The accord outlines the signatories’ shared commitment to boost interest in natural diamonds—particularly among younger consumers—as well as understanding of and demand for the stones through education and storytelling about the rarity, authenticity, and positive impact they have on communities and producer nations.
It includes a focus on funding for natural diamond category marketing, specifically on launching an “enhanced” category marketing campaign ahead of the 2025 holiday season.
The investments will build on the foundations of previous campaigns and expand the NDC’s scope and reach in key consumer regions, said NDC, which has seen its annual budget shrink since the exit of Alrosa in 2022.
“Bringing together key leaders in the industry highlights the challenge facing the industry of insufficient investment in growing consumer demand,” NDC CEO David Kellie said.
“I am greatly appreciative to all the ministers who attended the meeting and their commitment to focus on consumer demand as the driver of future prosperity. I’d also like to thank De Beers for its unwavering support, and to the diamond centers of Antwerp, Dubai, and Mumbai for their role in making the accord happen.”
The Luanda Accord represents a turning point for the industry, said NDC, and a renewed promise to the communities and countries whose futures are “intertwined with the enduring brilliance of natural diamonds.”
The agreement also calls on miners, traders, retailers and other participants in the diamond value chain to support the initiative, noting the importance of a shared vision for the industry to secure a sustainable and prosperous future.
“This is a decisive step forward,” Botswana’s Minister of Minerals and Energy Bogolo Joy Kenewendo said.
“By coming together, we are sending a compelling message: that the future of natural diamonds lies in ambition, transparency, and a commitment to telling our story to the world, and that we are all committed to investing and telling that story.”
In addition to Angola signing the “Luanda Accord,” Endiama E.P. and Sodiam E.P., the country’s state-owned diamond companies, announced they will join NDC as contributing members, effective July 1, joining current members De Beers, Botswana’s Okavango Diamond Company, Petra Diamonds, Rio Tinto, and Murowa.
The move is a result of the agreement and its intent, NDC said.
Endiama and Sodiam will contribute $8 million to NDC immediately, with those funds dedicated to the second half of 2025, which NDC noted as the most critical season for the industry.
De Beers concurrently announced it will match their investment of $8 million for 2025.
Angola is the third-largest global producer of natural diamonds and one of the most promising in terms of future deposit discoveries, according to the announcement. The sector is vital to its socioeconomic development, supporting employment, infrastructure, education, and healthcare in producing regions.
“With Angola’s diamond industry on the rise, promoting the values and socioeconomic contributions of natural diamonds is a national priority,” Azevedo said.
“By joining the Natural Diamond Council, Endiama and Sodiam are formalizing our dedication to a global strategy that highlights the unmatched benefits of natural diamonds to new generations of consumers.”
The NDC’s Kellie said the companies’ membership will “significantly enrich our collective voice in sharing the powerful story of natural diamonds rooted in positive impact, rarity, and authenticity.”
More on Sourcing
The Latest
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans ApprovedThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
TechnologyApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
