In a time of unprecedented challenges for the global diamond industry, one priority has never been clearer: reigniting demand for natural diamonds through a strong, unified, and sustained marketing effort. This shared ambition is now taking shape.
On May 12, we as AWDC hosted a pivotal stakeholder meeting in Antwerp, bringing together influential voices from across the global diamond supply chain. Over the past months, we have been taking the lead in advancing the conversation around generic marketing — in close dialogue with key African partners, including Botswana and Angola, and in collaboration with the Natural Diamond Council, De Beers, DMCC, and GJEPC.
This important meeting served two goals: to inform Antwerp’s midstream diamond community about the progress being made, and just as importantly, to listen. The expertise, insights, and commitment of the midstream are vital to shaping the strategy behind this global campaign — and ensuring its long-term success.
What took place in Antwerp was more than a meeting. It marked a crucial step toward a historic agreement, expected to be formalized in Luanda this June. That agreement will be the launchpad for a global initiative aimed at strengthening consumer confidence and reigniting desire for natural diamonds.
We extend our heartfelt thanks to H.E. Bogolo Joy Kenewendo, Minister of Minerals and Energy of Botswana; Mr. Elton F. Escrivão Pascoal, Commercial Director of Endiama E.P.; and Mr. David Kellie, CEO of the Natural Diamond Council, for their strong support and participation.
We are also grateful to our panel speakers for their valuable and insightful contributions: Dharmesh Dholakia, CEO of HK Diam BV, Elton F. Escrivão Pascoal, Endiama, Lionel Goldstein, CEO of Goldstein, Philip Hoymans, Managing Director of Bonas-Couzyn and Emma Wade Smith, Senior Vice President Government Affairs at De Beers.
We remain committed to ensuring Antwerp’s voice — and the midstream’s voice — is central in shaping the future of our industry. The time to act is now.
Check out the photo gallery and revisit this insightful gathering HERE.
