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
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
TrendsAug 06, 2026
New Book on Handcrafted American Objects Highlights Jewelry“Handwork: Handcrafted Objects that Made America” features historic and contemporary works, including a Diné squash blossom necklace.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
Lab-GrownAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
