Gen Z, Rough Cuts, and a Global Pact—Here’s What’s Next 💥
The Natural Diamond Council (NDC) is about to make a huge splash in the diamond world again, thanks to a new global pact called the Luanda Accord, signed June 18 in Angola. 🌍
Who’s in on it?
Botswana, Angola, Sierra Leone, Namibia, South Africa, DRC, India’s GJEPC, Dubai, and Antwerp—all committed to investing 1% of their rough diamond revenue to promote natural diamonds through the NDC.
💰 That means:
🔹 2024 revenue = $38 million
🔹 2025 originally = $22M, now bumped by $8M from Angola & $8M from De Beers
🔹 2026: even more to come, once national collection mechanisms are set
🛑 Who’s missing? The U.S. and Canada.
Canada's diamond mines are dwindling, and the U.S. lacks a formal collection body. There’s buzz about whether GIA might step in—but so far, “no plans.”
🎯 What's the marketing focus?
No more traditional TV ads! NDC will pivot to Gen Z and millennials, focusing on social media and streaming platforms instead. 📱✨
📈 Structural changes ahead:
New contributors = new board seats. Countries giving $4M+ get “A” votes, $1M+ get “B” votes.
💡 Pro tip from CEO David Kellie:
Use content from naturaldiamonds.com and the new Diamond Learning Center to educate consumers and staff alike.