Global Diamond Industry United Behind Funding for Worldwide Marketing Campaign Promoting Natural Diamonds
Luanda, 18 June 2025. Today in Luanda, Angola, a historic agreement was signed by diamond-producing countries and leading players in the international diamond industry. The Antwerp World Diamond Centre (AWDC), represented by president Isidore Mörsel, also joined the Luanda Accord. 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.
AWDC President Isidore Mörsel, who represented the Antwerp diamond trade in Luanda and co-signed the agreement, called the initiative a historic turning point for the global diamond sector. “With the Luanda Accord, we’re making a firm choice for collaboration and for a shared story that reflects the true value of natural diamonds — not just their beauty, but the positive impact they have on millions of families around the world.” Mörsel also emphasized the active role AWDC played in bringing the agreement to life. “Over the past months, Antwerp took the initiative and worked tirelessly behind the scenes to bring the right players to the table and align everyone around a common goal. Today’s signing proves that those efforts have paid off.”
With this agreement, the signatory governments, producing companies, and industry representatives have declared their willingness to collectively contribute the equivalent of 1% of the annual revenue generated from rough diamond sales to this initiative, with the burden shared fairly. It will be up to individual governments to determine, together with the industry, how this contribution is implemented in practice.
The Angola Agreement was signed by the following parties:
Angola
Botswana
Namibia
Sierra Leone
Democratic Republic of the Congo
Antwerp World Diamond Centre (AWDC)
African Diamond Producers Association
Gem and Jewellery Export Promotion Council (GJEPC)
Dubai Multi Commodities Centre (DMCC)
