Luanda: India’s Gem & Jewellery Export Promotion Council (GJEPC) has signed yesterday ‘The Luanda Accord’ in Luanda, Angola alongside the Mining Ministers of Angola, Botswana, South Africa, and Namibia, in collaboration with prominent industry bodies such as AWDC, Belgium, DMCC, Dubai, and De Beers. As the leading global organization driving the international growth of the jewellery industry, GJEPC’s efforts are increasingly recognized and embraced worldwide. Congratulations to the Chairman, Vice Chairman, the DPC, and the CoA for their visionary leadership and dedication in advancing this dynamic sector.
The agreement marks a crucial step towards launching a global generic marketing campaign to promote natural diamonds. The signatories committed to collectively securing structural funding for this effort. AWDC, which is positioning itself as a global hub for natural diamond trade through its new campaign We Protect A Legacy, played a key role in shaping this landmark agreement.
With the Luanda Accord, representatives from across the diamond value chain recognize the need to actively promote natural diamonds worldwide and to jointly allocate the necessary funding. Governments and industry together will contribute a total of 1% annually of the value of rough diamond sales. These funds will be directed to the Natural Diamond Council (NDC), which is tasked with developing and executing the global marketing campaign. The diamond industry is facing growing challenges, driven by a difficult economic climate and shifting consumer trends. A coordinated marketing initiative aims to inform, inspire, and raise awareness among a new generation of consumers about the unique, intrinsic value of natural diamonds — rekindling their interest and appreciation for the product.
Mr. Shaunak Parikh, Vice Chairman, GJEPC, said, “The Luanda Accord marks a fundament shift in the way our industry comes together to protect and promote the future of natural diamonds. As the world’s largest diamond manufacturing centre, India is proud to stand shoulder to shoulder with African producer nations and global partners. A unified global marketing push is no longer optional—it’s essential. GJEPC remains deeply committed to this shared vision and is ready to contribute actively to the next chapter of sustainable growth for our industry.”
Botswana’s Minister of Minerals and Energy, Bogolo Kenewendo, passionately advocated for a unified narrative to elevate natural diamonds, stating, “One carat, one community, and one life changed… We need to move from fragmented messages to united storytelling. Africa must lead a global strategy to market diamonds. We will be the real storytellers who connect diamonds with consumers.”
DRC’s Minister of Mines, Kizito Pakabomba Kapinga Mulume, voiced strong support for a globally coordinated marketing effort, noting its importance in building trust and confidence among consumers—especially younger buyers.
The Deputy Minister of Namibia, Gaudentia Khrone, echoed this sentiment, stressing the need for “ethical marketing and clarity of messaging.” She affirmed that Namibia supports the movement towards a united diamond world, especially in the collective promotion of natural diamonds.
The joint initiative aims to reshape consumer perception and ensure a sustainable future for natural diamonds through collaborative, industry-wide action.
