Restoring Trust in Natural Diamonds

As synthetic diamond prices are crashing, representatives from diamond producing countries, industry stakeholders and leaders from the global natural diamond chain have signed the Luanda Accord, a landmark agreement to promote natural diamonds. The accord is named after the capital of Angola where the agreement was signed in June 2025.

The accord highlights the vital role natural diamonds play as a lifeline for millions of people in many countries and to fund global marketing, signatory countries and companies are contributing 1% of rough diamond revenues.

The signatories have agreed to work together to boost consumer interest and demand for natural diamonds and ensure that the next generation of consumers is well-informed about the rarity, authenticity and positive impact of natural diamonds.

Education and story telling

The agreement calls on all participants in the diamond value chain, from mining to retail, to support the initiative, recognising that only through shared visions can the industry secure a sustainable and secure future for the industry.

The signatories acknowledge that supporting consumer demand through collaboration, transparency, education and storytelling is essential to the challenges faced by synthetic alternatives and shifting consumer values.

Marketing campaign 2025

Despite the best intentions, the launch of the Luanda Accord marketing campaign has been delayed due to delays in funding commitments from some signatories. Industry leaders are urging us to avoid losing further ground in the market.