The South African government has officially joined the international marketing campaign led by the Natural Diamond Council (NDC), aiming to boost demand for natural diamonds amid the growing competition from lab-grown alternatives.

The initiative will be financed by a 1% levy on the gross annual sales of rough diamonds mined in the country. These funds will go toward global advertising campaigns, educational programs, and promotional events designed to highlight the rarity, authenticity, and economic importance of natural diamonds.

South Africa, one of the world’s leading diamond producers, reported a slight decline in production in 2024 to 5.8 million carats, with sales dropping 21% to 13 billion rand (approximately $731 million USD). Officials believe the partnership with the NDC will help stabilize the market, support local jobs, and reinforce the prestige of natural stones in the luxury sector.

Industry analysts see this move as a strategic response to the rapid rise of lab-grown diamonds, which have placed downward pressure on natural diamond prices over the past three years.