In a landmark initiative to revitalise global demand for natural diamonds, the Gem & Jewellery Export Promotion Council (GJEPC) has signed the historic Luanda Accord on June 18, 2025. The accord unites leading diamond-producing nations—Angola, Botswana, South Africa, Namibia, and the Democratic Republic of Congo (DRC)—with global industry players including De Beers, AWDC (Belgium), and DMCC (Dubai), to collectively pledge 1% of annual rough diamond revenue towards a global marketing campaign led by the Natural Diamond Council (NDC).
The Luanda Accord underscores a shared commitment to reposition natural diamonds in the global consumer consciousness, especially among younger buyers, through a unified, transparent, and ethical narrative. The contributions will fund a large-scale, generic marketing effort focused on key markets, aimed at reinforcing the value, rarity, and positive impact of natural diamonds.
Shaunak Parikh, Vice Chairman of GJEPC, represented India at the signing and remarked, “The Luanda Accord marks a fundamental shift in the way our industry comes together to protect and promote the future of natural diamonds. A unified global marketing push is no longer optional—it’s essential.”
The accord was also backed by passionate statements from African leaders, including Botswana’s Minister of Minerals and Energy, Bogolo Kenewendo, who called for “one carat, one community, and one life changed” through united storytelling, and Namibia’s Deputy Minister Gaudentia Krohne, who advocated for “ethical marketing and clarity of messaging.”
This strategic collaboration reinforces India’s leadership in diamond manufacturing and its growing role in shaping global policy and perception in the diamond sector. The accord also calls on all players across the value chain—from miners and manufacturers to retailers—to contribute and participate in this joint effort.
The Natural Diamond Council will oversee the marketing execution, while its governance will be reviewed to reflect the contribution structure. Annual assessments will track the impact of this initiative to ensure sustained industry growth.
