His decision comes on the heels of a historic milestone for the NDC — the signing of the Luanda Accord, a landmark agreement that ensures broader, long-term industry funding for the global promotion of natural diamonds. The Accord saw several African diamond-producing nations pledge 1% of their rough diamond revenues to the NDC, including Angola’s state-owned mining and trading firms, Endiama and Sodiam, who recently became full members with a joint commitment of $8 million.

Kellie, who took over as CEO in December 2019 following Jean-Marc Lieberherr, spearheaded a major evolution for the NDC. He oversaw the transition from the Diamond Producers Association to its current avatar in June 2020, rebranding and repositioning the organisation to resonate with modern consumers — particularly Millennials and Gen Z — and counter the growing influence of lab-grown diamonds.

Throughout his tenure, Kellie navigated the organisation through critical challenges, including the COVID-19 pandemic and financial headwinds following the exit of Russian miner Alrosa, a major funding partner, due to international sanctions.

With a background in luxury marketing, including his previous stint at the Watches of Switzerland Group, Kellie brought a brand-first, consumer-centric lens to the NDC’s global campaigns, refocusing the narrative around the emotional, ethical, and economic value of natural diamonds.

While announcing his decision on LinkedIn, Kellie described the timing as right, citing the success of the Luanda Accord as a turning point. Looking ahead, he shared his plans to retire and focus on family, travel, and personal pursuits — “unless,” he hinted, “something exciting tempts me to do otherwise.”