What was hailed as a turning point for natural diamonds is now at risk of becoming another stalled initiative.
Four months after six diamond-producing nations and three industry groups signed the Luanda Accord—a global agreement to fund and strengthen the Natural Diamond Council (NDC)—the momentum has all but vanished. According to the Antwerp World Diamond Centre (AWDC), which co-signed the pact, “the funds have not been transferred. The campaign has not begun. And the clock is ticking.”
The Luanda Accord, signed in June, was supposed to inject life back into the marketing of natural diamonds. Angola pledged $8 million, with De Beers matching the contribution, while other producer countries—Botswana, Namibia, South Africa, Tanzania, and the Democratic Republic of Congo—expressed intent to follow suit. The total budget was expected to supercharge global consumer campaigns at a time when lab-grown diamonds dominate cultural visibility.
But as the AWDC’s open letter by chairman Isi Morsel and vice chairman Ravi Bhansali warned last week, “momentum is fading.” With the holiday season—the industry’s most critical sales window—approaching fast, they cautioned that every delay “weakens the credibility of the commitment we all made together.”
Outgoing NDC CEO David Kellie told JCK that Angola’s contribution is expected “imminently,” but insiders say bureaucratic holdups and unclear financial mechanisms have slowed implementation. Meanwhile, countries and brands that depend on natural diamonds’ success are growing uneasy.
The broader implication? Missed marketing means missed sales—and missed livelihoods in Africa’s diamond-producing communities. The Luanda Accord was designed to be more than a funding vehicle; it was a symbol of unity after years of fragmentation between miners, marketers, and manufacturers.
Now, the industry stands at a crossroads. If the pledged funds don’t move soon, the natural diamond narrative risks being drowned out by lab-grown marketing budgets—and that could mark a deeper shift in global perception.
As the AWDC leaders summed it up: “This is not about blame. It’s about living up to a collective commitment. Release the funds. Begin the campaign. The time to act is now.”
💎 Dive deeper into AIDI’s Sustainable Diamond Guide to understand how marketing, transparency, and timely action shape the global future of natural diamonds.