In a landmark move for the diamond industry, major diamond-producing nations and key industry players have signed the Luanda Accord, a historic agreement to launch a worldwide generic marketing campaign to promote natural diamonds.
The accord marks a pivotal step toward securing long-term funding for a unified marketing strategy. Participating governments and industry stakeholders commit to contributing 1% annually of rough diamond sales revenue to support the initiative.
These funds will be channelled through the Natural Diamond Council (NDC), leading the global campaign to reignite consumer interest in natural diamonds amid economic challenges and shifting market trends.
The Antwerp World Diamond Centre (AWDC) said the Luanda Accord reflects a shared recognition across the diamond value chain—from mining nations to trade hubs—of the need for a coordinated effort to highlight the unique value of natural diamonds.
The campaign will focus on educating and inspiring a new generation of consumers, emphasising not only the beauty of diamonds but also their positive socioeconomic impact on communities worldwide.
AWDC chairperson Isidore Mörsel hailed the accord as a historic turning point for the industry.
“With the Luanda Accord, we’re making a firm choice for collaboration and for a shared story that reflects the true value of natural diamonds — not just their beauty, but the positive impact they have on millions of families around the world,” he said.
Mörsel highlighted Antwerp’s proactive role in bringing the agreement to fruition.
“Over the past months, Antwerp took the initiative and worked tirelessly behind the scenes to bring the right players to the table and align everyone around a common goal. [The] signing proves that those efforts have paid off.”
Under the agreement, signatory governments and industry representatives will fairly distribute the financial burden, with each country determining its contribution mechanism in collaboration with local industry players.
This collective approach ensures that the marketing campaign is sustainably funded while maintaining equitable participation.
The agreement was signed by Angola, Botswana, Namibia, South Africa, Sierra Leone, Democratic Republic of the Congo, AWDC, African Diamond Producers Association (ADPA), Gem and Jewellery Export Promotion Council (GJEPC) and the Dubai Multi Commodities Centre (DMCC).
Mathew Nyaungwa, Editor-In-Chief, Rough & Polished
