Diamond Alliance Sparks New Global Push

Gems News: India’s gem and jewellery industry has taken a significant step onto the global stage after the Gem & Jewellery Export Promotion Council (GJEPC) officially joined the Natural Diamond Council (NDC), becoming the first industry body to enter the organization under the landmark Luanda Accord framework. The move is being viewed as a major boost for efforts to strengthen consumer confidence in natural diamonds and create a unified global strategy for promoting the category.

The announcement was made by the Natural Diamond Council in Las Vegas on 28th May and follows months of growing cooperation between the two organizations. After signing the Luanda Accord in June 2025 and a Memorandum of Understanding during a high-level meeting in Cape Town earlier this year, GJEPC has now formally deepened its involvement with the global diamond marketing initiative. In a development that industry observers say could reshape future promotional campaigns, this Gems News report notes that India’s participation brings unprecedented influence and reach to the collective effort due to the country’s dominant role in the diamond trade.

India’s Powerful Position in the Diamond Industry

India occupies a unique and critical position in the natural diamond supply chain. The country is responsible for processing approximately 90 per cent of the world’s natural diamonds by volume, with Surat widely recognized as the world’s largest diamond cutting and polishing hub.

This enormous influence makes India a vital partner in any global initiative aimed at protecting and promoting the natural diamond sector. As consumer preferences evolve and competition from alternative products intensifies, industry leaders increasingly believe that a coordinated approach is essential to maintaining the appeal and value of natural diamonds.

The Luanda Accord was established last year as a multi-million-dollar international marketing initiative designed to unite diamond-producing nations, mining companies, trade organizations, and industry stakeholders behind a common goal: promoting natural diamonds through education, storytelling, and consumer engagement.

Natural Diamond Council Welcomes GJEPC

Natural Diamond Council Chief Executive Officer Amber Pepper described GJEPC’s membership as an important milestone for the industry.

According to Pepper, India’s role within the natural diamond value chain makes the partnership especially significant. She said the membership demonstrates a shared commitment to expanding category marketing, enhancing consumer education, and supporting the long-term growth and differentiation of natural diamonds in global markets.

Industry insiders believe the partnership could strengthen efforts to communicate the unique qualities and heritage of natural diamonds to younger generations of consumers, many of whom are seeking authenticity, sustainability, and emotional connections in their purchasing decisions.

A Shared Vision for Future Growth

GJEPC Chairman Kirit Bhansali emphasized that the Natural Diamond Council serves as the global voice of the industry to consumers and that collective support for its marketing initiatives is crucial.

Bhansali noted that a new generation of consumers requires fresh approaches to engagement. Through meaningful storytelling, inspiration, and education, the industry hopes to strengthen the emotional value associated with natural diamonds while reinforcing trust and transparency. He also confirmed that GJEPC will contribute strategically and financially to support the council’s long-term mission.

The membership represents another major step in the implementation of the Luanda Accord. Other recent additions to the initiative include Angola’s state-owned diamond companies Endiama and Sodiam, while organizations such as the Dubai Multi Commodities Centre have also signaled their support.

A Defining Moment for Natural Diamonds

The entry of GJEPC into the Natural Diamond Council is far more than a symbolic partnership. It reflects a growing recognition that the future success of natural diamonds will depend on industry-wide collaboration, unified messaging, and sustained investment in consumer education. With India now formally aligned with the council, the global diamond sector gains the support of its most influential manufacturing powerhouse. As the industry faces changing market dynamics and shifting consumer expectations, this strengthened alliance could become one of the most important developments shaping the future of natural diamonds worldwide.

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