The Gem & Jewellery Export Promotion Council (GJEPC) has become a member of the Natural Diamond Council (NDC), making it the first industry body to join under the Luanda Accord framework. This development follows GJEPC‘s signing of the Luanda Accord in June 2025 and a Memorandum of Understanding signed during the second Luanda Accord High-Level Meeting in Cape Town in February 2026.
GJEPC‘s membership in NDC brings the organization into the natural diamond sector at a time when the industry is increasing its focus on category marketing, consumer education, and coordinated industry messaging.
India plays a significant role in the global diamond supply chain, with the country estimated to cut and polish around 90% of the world’s diamonds by volume. Surat serves as the primary processing centre, and India has become an increasingly important consumer market for diamond jewellery.
GJEPC represents India’s gem and jewellery trade and works across trade promotion, industry development, and international engagement.
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Amber Pepper, CEO of the Natural Diamond Council, said: “We are thrilled to welcome GJEPC as a Member of the NDC, marking an exciting new chapter in our longstanding partnership and a powerful step forward for industry collaboration.
India plays a vital role in the global natural diamond value chain, and GJEPC‘s membership reflects the shared commitment to driving sustained category marketing, improving consumer education, and supporting the long-term growth and differentiation of natural diamonds.
Kirit Bhansali, chairman of GJEPC, said: “The Natural Diamond Council represents the voice of our industry to consumers globally, and it is important that we collectively support its efforts in the category marketing of natural diamonds, the world’s most coveted gemstone.
As the natural diamond sector places greater emphasis on collective promotion amid changing consumer preferences and increased competition from other jewellery categories, GJEPC‘s membership in NDC is a significant step forward.
The Luanda Accord was established to encourage cooperation across the natural diamond industry, with a focus on consumer marketing and education initiatives relating to natural diamonds. The agreement forms part of wider industry efforts to coordinate consumer-facing marketing campaigns and educational initiatives.
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This partnership compares to similar collaborations in the industry, where collective efforts have led to increased consumer awareness and education, ultimately driving growth and differentiation in the market.
The natural diamond sector has seen a shift towards more coordinated efforts in recent years, with organizations like NDC and GJEPC working together to promote the value and uniqueness of natural diamonds.
With GJEPC on board, NDC is poised to further amplify its message and promote the natural diamond sector to consumers worldwide, highlighting the rarity, authenticity, and emotional significance of these gemstones.
They are working together to achieve this goal.
