Source: African Diamond Council
The 78th Cannes Film Festival, which started on Tuesday and is set to end on 24 May, has transformed into an unexpected platform for diamond traceability, with African and Indian celebrities leveraging their red carpet moments to spotlight ethically sourced gems.
As the Kimberley Process (KP) meets behind closed doors in the United Arab Emirates (UAE), the African Diamond Council (ADC) launched a bold counter-narrative on cinema’s grandest stage, pairing celebrity influence with blockchain-powered transparency.
Supermodel Maria Borges (Angola), actress Aïssa Maïga (Senegal), and Bollywood star Urvashi Rautela (India) turned heads at the premiere of Partir Un Jour—not just for their couture, but for their jewellery’s provenance.
For the first time, media partners like Brut, the festival’s official media partner, pressed celebrities not just on designers, but on diamond provenance, demanding specifics like country of origin and mine source.
Since India polishes more than 90% of Africa's rough diamonds, Brut India showcased a significant Indian presence under the theme “Lights, Beauty and Action.”
With the KP facing criticism for lax enforcement, platforms like Authentia.io are filling the gap.
Its public blockchain system tracks gems from mine to market, offering immutable proof of ethical sourcing—a feature brands now flaunt to justify premium pricing.
Mathew Nyaungwa, Editor-In-Chief, Rough & Polished
