Key Industry Stakeholders with African producing Nations’ representatives during the signing of
LUANDA ACCORD for Natural Diamond Promotion

Natural Diamond Campaign has taken a positive turn with leading mining economies and governmental bodies pledging 1% of total proceeds towards promotion of natural diamonds. An Accord describing the future of funding was signed in Angola recently. A full attendance consisting of representatives from the governments of Angola, Botswana, Namibia, South Africa, Sierra Leone, and DRC along with representatives from GJEPC, AWDC and DMCC signed a milestone agreement to fund a global campaign to promote natural Diamonds.

Angola, Botswana, Namibia, Sierra Leone, SA, and DRC agreed to pledge 1% of total value of rough sold in a year to the Natural Diamond Council [NDC] to promote Global Diamond Promotion. Natural Diamond Council [NDC] has been credited with systematic and planned natural diamond promotion that made an impact in the consumer mindset in the last few years. Lately NDC has been falling short of required funds to carry on the global promotion and has presented a plan during the Dubai Diamond Conference last year with GJEPC, DMCC, DeBeers and AWDC present in a panel discussion.

Angola has now spearheaded the congregation of important mining economies as well as bodies to come together and sign the LUANDA ACCORD that will give a much- needed thrust to the ongoing NDC campaign. Botswana's minister of minerals and energy, Bogolo Kenewendo, said: "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."