Raluca Anghel, Director Europe of the Natural Diamond Council, spoke with Esprit Joaillerie to present a little more about the mission of the Natural Diamond Council.
Raluca, why did the mines decide to unite to protect natural diamonds?
What was the trigger?
For more than a decade, the mines of diamonds They led their cultural and industrial revolutions to keep pace with a reality: the need to respond to the need for sustainable development and strengthen their social commitments.
Today, for all of these actors, it is impossible to ignore environmental parameters. Not taking into account the needs and support of local communities. It is also important to work closely with governments in an effective and transparent manner.
More specifically, it involves having ethical and sustainable business practices. As with environmental management, promoting the health and well-being of employees. This is done in unison with the need to share good practices. And to meet the increasingly demanding consumers regarding these issues.
That’s why Only Natural Diamonds represents the brand dedicated to NDC consumers. It aims to inspire and inform consumers about the values and heritage of natural diamonds. But also to highlight The important innovations. This is happening all over the world.
The diamond is natural and eternal.
© NDC
Can you introduce us to the seven mines that have partnered with the NDC?
Here are the seven mines that have joined the Natural Diamond Council:
ALROSA, which is one of the leading mining companies diamonds in the world.
It operates more than 20 diamond mining sites in Russia. It accounts for % 27% of global production by volume and 95% by value. % of Russia’s total production. ALROSA employs more than 34,500 people and produced 38.5 million carats of rough diamonds in 2019. The company is present in the Republic of Sakha (Yakutia), in the Arkhangelsk region. Yakutia, where most of ALROSA’s operations are located. It is a remote region in the far east of Russia, with a harsh climate but stunning scenery of forests, rivers, mountains, and valleys.
De Beers Group. Founded in 1888, De Beers Group eIt is one of the world’s leading diamond companies. It specializes in the exploration, mining, and marketing of diamonds. With its partners, the De Beers Group employs more than 20,000 people in the diamond industry. Employees of De Beers Group is committed to «Building for Ever». It is a holistic and integrated approach to creating a better future. A more just, safer, cleaner, and healthier future, where safety, human rights, and ethical integrity remain paramount. And where communities thrive and the environment is protected.
Petra Diamonds is a leading independent group in the field of diamond mining. With a diversified portfolio of four mines producing the legendary diamonds (Finsch, Cullinan and Koffiefontein in South Africa and Williamson in Tanzania). Petra Diamonds is part of the FTSE4Good index. This index measures the performance of companies that demonstrate strong environmental, social and governance practices.
Rio Tinto operates the famous colored diamond mine, Argyle. Located in the East Kimberley region of Western Australia and the Diavik Diamond Mine in the Northwest Territories, a region far from Canada. In 2019, for the second consecutive year, Rio Tinto was ranked first in mining and second in the overall ranking of companies for human rights. It was also included in the Dow Jones Sustainability Index Metals & Mining Sustainability Leaders group and in the FTSE4Good indices.
RZM Murowa is the majority owner and operator of the Murowa diamond mine in Zimbabwe. The mine employs nearly 900 people, 46 % of whom are from the local community. The company is a key partner in the development of the surrounding communities. It has worked with the authorities to maintain roads, provide electricity to health centers and schools, manage water, and build bridges and roads.
Lucara Diamond is a Canadian diamond mining company that owns and operates the Karowe diamond mine in Botswana in a 100 % % ownership partnership. Karowe is one of the world’s largest producers of high-quality diamonds of over 10.8 carats, known as «specialties». Lucara holds a 100% stake % in Clara Diamond Solutions, a digital sales platform that uses proprietary analytics as well as cloud and blockchain technologies to transform the rough diamond sales process, matching demand with supply and provenance.
Lucara employs nearly 900 people, 99 of % whom are citizens of Botswana.
Women account for 29 % % of the company’s workforce.
Dominion Diamond Mines owns interests in two large producing diamond mines in the Northwest Territories of Canada. The company owns the Ekati diamond mine and is working with Rio Tinto on the Diavik diamond mine, in which it holds a 40% stake %.
It supplies rough diamonds to the global market through its sorting and sales operations in Canada, Belgium and India.
All our members must respect the ethical codes of our group, with a focus on conscious and sustainable mining practices. They must also be supportive of the communities of miners.
What is the mission of the NDC?
First of all, the mission of the Natural Diamond Council is to advance the integrity of the modern diamond jewelry industry and to inspire, educate, and protect the consumer.
Furthermore, the Natural Diamond Council (NDC) aims to increase interest in diamonds by publishing interesting in-depth articles and sharing with consumers information about the timelessness and uniqueness of this remarkable natural stone.
Our portal Only Natural Diamonds serves as a window into the world of natural diamonds.
Because we also strive to support the integrity of the natural diamond industry, offering transparency and insight into the ethics, sustainability, and progress of this sector. All our members must adhere to our group’s ethical codes, emphasizing conscious and sustainable mining practices and supporting the diamond extraction communities.
Our role is vital because it contributes to an industry that supports the livelihoods of approximately 10 million people worldwide.
© NDC
How will you communicate to promote natural diamonds?
As you know, we launched an international communication campaign in September of this year with our first ambassador, Ana de Armas. Our campaign For moments like no other is intended for the general public.
Moreover, in France, nWe are also associated with our professional partners as part of the Diamant Collective. This is to provide training around natural diamonds. Similarly, our digital platforms and our brand Only Natural Diamonds They allow us to address the consumer directly and to provide them with more information about natural diamonds.
We continue to develop our digital platform Only Natural Diamonds and invest in social media. We want to become a digital destination With innovative and relevant content. This content is developed in partnership with a select group of esteemed and experienced contributors, as well as with new talents from the world of jewelry, fashion, and design. Our ambition is to restore the dream and the magic that make natural diamonds unique!
Natural diamond is the ultimate symbol of the most important moments in life. It is a genuine source of creative inspiration and self-expression, and the purest embodiment of our emotions.
We have also chosen to partner with Ana de Armas as our global ambassador. In order to build the next chapter in the history of natural diamonds, a chapter that is relaxed, fun, energetic, and, more importantly, driven by exchange and experience. Also, Anna de Armas embodies in an innate way everything that NDC represents. She is joyful, confident, positive, reflective, and committed to sustainable values and integrity.
We want to bring a contemporary approach to the diamond dream by redefining traditional moments and the design of jewelry.
What led you to advocate for natural diamonds? What is your background?
A year ago, following a move to London, I joined the diamond industry, which is unique. Previously, I worked in Brussels, first in the technology sector at Microsoft, then in European institutions. It should be noted that I have always been active on issues that impact people. Such as education, skills development, innovation, social business, human rights, and the circular economy.
It has to be said that the diamond industry intrigued me when I discovered its impact on the local area.
No one can choose where the diamonds are located on this earth. And it turns out that they have appeared in some of the most remote regions. Moreover, these areas had limited employment and development opportunities. The creation of an industry requires the establishment of infrastructure. The industry grows by being fully integrated into the communities. By employing locally, ensuring the strengthening of education, paying taxes and royalties, and providing platforms for many other local companies and entrepreneurs. .
This is a concrete example of the important principle of «doing good by doing good».
© NDC
What does natural diamond mean to you?
For me, the natural diamonds They are a daily symbol, a reminder of wonderful and unique moments in life and experiences lived with loved ones.
And beyond that, there is an incredible gift to pass on, through generations, ensuring that our story continues and that it creates unity. It is a precious and rare natural gift, unique to each of us and to our loved ones, but diamonds represent much more than just jewelry; they leave a positive legacy for the communities where they are found. and they have a beautiful story.
As they become part of our lives, diamonds help build schools, provide learning skills, empower women, help build essential infrastructure, provide quality jobs, and protect biodiversity and natural reserves. In some cases, they even help build nations!
