In response to mounting competition from synthetic diamonds, African diamond-producing nations and major industry players have agreed on June 18, 2025 to invest one percent of their annual rough diamond revenue into a global marketing initiative promoting natural stones.
The agreement, signed during a summit in Luanda, Angola, brings together ministers from Botswana, Namibia, South Africa, and the Democratic Republic of Congo alongside leading firms such as De Beers. The campaign will be spearheaded by the Natural Diamond Council, a not-for-profit organization focused on consumer education and brand positioning.
The initiative comes at a critical time for the industry, as laboratory-grown diamonds—cheaper and quicker to produce—gain traction in global markets. Angolan Minister of Mineral Resources, Diamantino Azevedo, described the pact as a “strategic investment in the future of our industry,” aimed at educating younger consumers about the rarity, authenticity, and socioeconomic benefits of natural diamonds. He emphasised that the initiative will help preserve the value and reputation of natural stones, which remain a key economic pillar for many African nations.
Africa produces approximately 65 percent of the world’s rough diamonds, making it a vital player in the global gemstone economy. Countries like Botswana, where diamonds account for a significant share of GDP and exports, view the campaign as crucial to sustaining economic stability. Angola, which ranked as the fourth-largest producer globally in 2023, sees the initiative as a way to reaffirm the global appeal of its $1.5 billion diamond sector while uplifting local communities through continued demand for ethically sourced natural gems.