DiamondBuzz
NDC Welcomes Angola’s ENDIAMA and SODIAM as New Members
Angola’s ENDIAMA and SODIAM Join Natural Diamond Council to Drive Global Industry Growth and Sustainable Development
The Board of Natural Diamond Council (NDC) is delighted to announce that Angola’s ENDIAMA E.P. and SODIAM E.P. have formally joined the organization as members, following the completion of all legal and regulatory requirements for accession.
ENDIAMA E.P. – Empresa Nacional de Diamantes de Angola (National Diamond Company of Angola) is Angola’s state-owned diamond mining company, responsible for managing the country’s diamond resources and ensuring their sustainable development for the benefit of the Angolan people. SODIAM E.P. – Empresa Nacional de Comercialização de Diamantes de Angola (National Diamond Marketing Company of Angola) is the state-owned diamond trading company and unique channel for Angolan diamond export, overseeing the marketing and commercialization of Angola’s natural diamond production on the global stage.
This milestone follows the principles outlined in the Luanda Accord co-signed in June 2025 by representatives of diamond producing countries and industry stakeholders, including Angola, Botswana, De Beers and midstream representatives, signaling a shared commitment to support the natural diamond industry and the communities whose lives and livelihoods depend on it. The Accord reflects a shared vision to take decisive action, backed by sufficient resources, for the long-term health and integrity of the natural diamond industry through the NDC’s marketing and education work to inspire consumer desire for natural diamonds. The recent receipt of Angola’s financial contribution stands as a tangible testament to the proactive commitment set in motion by the Luanda Accord.

“The future success of the industry will be defined by our ability to work together to communicate the true story of natural diamonds – both their desirability and their ability to drive development. I am therefore delighted to welcome ENDIAMA E.P. and SODIAM E.P. as NDC members,” states Sandrine Conseiller, CEO of De Beers Brands and NDC Chair.
“Through growing the organization’s representation across the natural diamond value chain, the NDC will be better positioned to amplify the collective voice of the industry, strengthen consumer education, and reinforce trust in natural diamonds as rare, precious creations of nature with profound social and economic impact.”
“Natural diamonds are not only the world’s most precious and timeless stone- but they are also the bedrock of Angola’s prosperity providing stability and livelihood for millions of our people,” says Dr. José Manuel Augusto Ganga Júnior, ENDIAMA E.P.’s Chairman. “By joining the NDC we are signaling our commitment to ensuring a bright future for the natural diamond industry – and Angola’s position in it- through revitalized and sustained investment in global generic marketing executed by NDC.”


“We are delighted to join the Natural Diamond Council, strengthening Angola’s voice in the global diamond community and fostering collaboration that promotes responsible growth, transparency, and shared prosperity across an industry which plays a vital role in shaping the future of diamond-producing nations, driving sustainable economic development, and ensuring that the benefits of this natural resource contribute meaningfully to national progress and wellbeing of our communities,”states Dr. Eugénio Pereira Bravo da Rosa, Chairman of SODIAM E.P..
At the same time, the NDC Board of Directors is actively reviewing its governance documents to enable broader participation from across the natural diamond value chain. These updates are intended to support greater inclusivity, transparency, and engagement, ensuring the organization continues to evolve in step with the industry it represents.
Together, these developments mark a positive and forward-looking chapter for the Natural Diamond Council as it advances its mission to protect and promote the integrity, desirability, and enduring value of natural diamonds worldwide.
DiamondBuzz
Alrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
The Programme Brings Together Generic Marketing, Consumer Awareness Initiatives, Retail Support and Policy Advocacy To Reinforce The Value Proposition Of Natural Diamonds
Alrosa has launched its first long-term Natural Diamond Promotion Programme extending through 2030, marking a strategic effort to strengthen consumer demand for natural diamonds across major global jewellery markets.
The programme and policy advocacy to reinforce the value proposition of natural diamonds. Central to the strategy is the promotion of qualities such as rarity, authenticity, individuality, emotional significance and lasting value.
Designed as an omnichannel initiative, the programme will leverage digital platforms, in-store experiences and targeted consumer engagement campaigns. Alrosa plans to focus particularly on markets within the BRICS and Eurasian Economic Union (EEU) regions, with Millennials and Gen Z consumers identified as key audiences. The strategy also seeks to encourage new purchasing occasions, including self-gifting and milestone celebrations.
A significant pillar of the programme is consumer education aimed at clarifying the distinctions between natural and synthetic diamonds. Planned actions include support for consistent industry terminology, transparent product disclosure and enhanced detection capabilities at the retail level to help consumers make informed purchasing decisions.
Pavel Marinychev, CEO and Chairman of the Management Board of Alrosa, said:

“A natural diamond is a symbol of authenticity and significant lifetime moments. Our goal is to protect the unique properties of natural diamonds, honestly explain the differences between them and alternatives to consumers, help them make informed choices, and ultimately invest in the future and sustainable development of our entire category: from diamond mining to retail.”
The initiative complements recently introduced Russian regulations that require laboratory-grown products to be marketed as “synthetic” and restrict the use of traditional diamond terminology and grading standards for such products.
According to Alrosa, the programme is designed to support stakeholders across the diamond pipeline—from mining and manufacturing to retail—while enhancing consumer confidence and fostering sustainable long-term demand for natural diamond.
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