Five solid concepts form the bedrock of the “Diamonds of Angola” brand: quality, sustainability, commitment, assurance, and value. If diamonds are forever, as the refrain goes, then surely the effects of their production should also be of similarly enduring, and beneficial, value.
Last year Angola produced 8.55 million carats of diamonds, generating revenue of $956 million, according to Endiama, which forecasts 9 million carats produced in 2011.
The Angolan diamond industry is going to great lengths to eradicate negative misconceptions about the sector and to raise awareness that the “Diamonds of Angola” brand is synonymous with the highest international standards and meticulous quality controls.
The government, the diamond industry and proud Angolans alike want people to realize that what lies behind the glitz, glamour and sparkle of the end product is of certified quality and guaranteed methods of production.
Branding Angola’s diamonds will add value to the product and raise its profile in global markets, as branded goods carry greater margins and generate end-user demand. Establishment of the “Diamonds of Angola” brand will also further extend the reach of the Kimberley Process, verify that Angola’s diamonds are “conflict-free,” guarantee that Angolan diamonds are of better quality, contribute to the social development of the region, and demonstrate that there is concern for the environment during the exploration and extraction process. Furthermore, the initiative will highlight Angola as a producer of clean diamonds where investment return in the subsector is guaranteed.
“Diamonds of Angola” will help people associate Angola with a gemstone of the finest quality in the world, and with a country that, thanks to the vision of its president, generated the Kimberley Process, thus becoming a pioneer in the abolishment of trade in conflict diamonds and contributing to peace in Africa.
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