In a bold move to reshape the diamond industry’s global image, the Gem & Jewellery Export Promotion Council (GJEPC) of India has officially signed the Luanda Accord 🇮🇳🤝🌍.
On June 18, 2025, GJEPC aligned with diamond-rich nations including Angola, Botswana, South Africa, Namibia, and the Democratic Republic of Congo (DRC), alongside major players like De Beers, AWDC (Belgium), and DMCC (Dubai). Together, they pledged to contribute 1% of annual rough diamond revenues to a massive global marketing campaign managed by the Natural Diamond Council (NDC).
💬 “A unified global marketing push is no longer optional—it’s essential,” said Shaunak Parikh, Vice Chairman of GJEPC, representing India.
The campaign aims to revive demand—especially among Gen Z and Millennials—by telling a shared, ethical, and emotionally resonant story about natural diamonds 💍✨. Contributions will fund generic marketing across key global markets, emphasizing value, rarity, and the positive social impact of diamonds.
African leaders also voiced support:
- 🇧🇼 Bogolo Kenewendo (Botswana’s Minister of Minerals and Energy): “One carat, one community, and one life changed.”
- 🇳🇦 Gaudentia Krohne (Namibia’s Deputy Minister): Called for “ethical marketing and clarity of messaging.”
This move not only strengthens India’s leadership in diamond manufacturing but also puts it at the forefront of shaping a transparent and sustainable future for the entire diamond value chain—from mine to market.
The NDC will lead the marketing execution, with governance adjusted to reflect all contributors. Progress will be measured through annual reviews to ensure long-term industry health.