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Las Vegas, USA— In a dazzling display of national resolve, Botswana recently took center stage at the JCK Las Vegas Show, the global epicentre of the diamond industry. Led by the impassioned Duma Boko and supported by a formidable delegation, including Minister of Minerals and Energy, Bogolo Kenewendo, the southern African nation launched a full-frontal assault on the burgeoning lab-grown diamond market, asserting that only natural diamonds truly embody a story of shared wealth, social impact, and authentic origin.
Amidst the glittering exhibits and hushed negotiations, Botswana’s presence was anything but subtle. It was a reaffirmation of its leadership in the natural diamond space, a calculated move to defend, differentiate, and educate the market on the intrinsic value of ethically mined stones.
Speaking at the launch of the House of Botswana, a dedicated platform on the sidelines of the show, Boko delivered a powerful address, painting diamonds not merely as luxury items, but as “vessels of love, history, and transformation.” He underscored how Botswana’s diamond wealth has been the bedrock of its remarkable journey, transforming it from one of the world’s poorest nations at independence into a beacon of stability and democracy on the African continent, fuelling the construction of classrooms, hospitals, and vital infrastructure.
“This legacy,” Boko declared with unwavering conviction, “must not be diluted by the rise of lab-grown diamonds, which… reduce a timeless symbol to a fleeting trend.” His words cut through the industry buzz, a stark reminder that Botswana is not “here to chase trends. We are here to remind the world: diamonds are not disposable. They are foundational. They are foundational to our economy. Foundational to our identity.”
Boko’s criticism of the lab-grown industry was unsparing, accusing it of “exploitative production methods, lack of transparency, and inflated prices marketed to what he called a misinformed public.” For him, lab-grown diamonds represent “imitation, not innovation,” drawing a stark parallel to synthetic rubies and sapphires, which have seen a significant decline in market value. “Lab-grown diamonds are not in the same category. They are not in the same universe. How are we even competing with something made in a factory?” he challenged, a warning note resonating through the hall: “That is not the future of diamonds. That is a warning.”
He urged the industry to “fight back—not with fear or gimmicks, but by reigniting the world’s love for natural diamonds through truth and storytelling.”
Minister Kenewendo further elaborated on Botswana’s multi-pronged strategy of “defense, differentiation, and education.” She emphasised that Botswana, long content to be a producer, is now actively asserting its position as the market grapples with the blurring lines between natural and synthetic stones.
On the defensive front, Botswana is unequivocally stating that its diamonds are fundamentally distinct and operate in a different sphere from lab-grown alternatives. Natural diamonds, she asserted, possess a unique heritage, economic impact, and value that cannot be replicated in a laboratory.
A key aspect of this differentiation, Kenewendo revealed, is Botswana’s vigorous advocacy for separate Harmonised System (HS) Codes for natural and synthetic diamonds. Without this crucial distinction, she noted, synthetic stones can masquerade as natural, deceiving consumers and eroding the value of authentic gems. This separation, she proudly stated, has already been implemented in several international markets, with the understanding that “If trading is still blurry, then there is that blurred vision to the consumer as well.”
The grading system too has been a battleground for Botswana. Kenewendo highlighted the country’s successful push for changes in how diamonds are assessed, arguing that a shared system was devaluing natural stones. As a result, the venerable Gemological Institute of America (GIA) has now reverted to using the traditional “4 Cs”—cut, color, clarity, and carat—exclusively for natural diamonds, while lab-grown stones will be graded using a simplified system. “This will help with consumer education, with natural diamonds using carats, while synthetics use grams,” she explained.
Perhaps the most significant victory in Botswana’s defense of the natural diamond industry came during its recent negotiations with De Beers. Botswana insisted that De Beers shut down Lightbox, its synthetic diamond division launched in 2019. As part of the new sales agreement, De Beers has been encouraged to pivot its synthetic diamond innovation towards industrial applications like semiconductors and computing, areas that pose no threat to Botswana’s gem-quality diamond sector. “We strongly objected to a brand so closely associated with natural diamonds operating in the lab-grown space. We were very clear on that,” Kenewendo stated firmly. De Beers Group recently confirmed its intention to close Lightbox, with its factory operations ceasing by the end of the year and a focus shift to industrial applications through its Element Six subsidiary.
Alongside these strategic manoeuvres, intensified marketing and consumer education campaigns are now in full swing. Kenewendo expressed optimism, citing early signs of recovery in the natural diamond market, with India showing a promising 25 percent growth, and positive trends also observed in Belgium and the United States. She believes this momentum will directly translate into robust domestic economic growth, a vital lifeline for the nation where “For the country, this is a life and death issue, as this resonates deeply with how we deliver services across government and society.”
In anticipation of this rebound, Botswana is undertaking crucial structural reforms. Provenance is set to play a pivotal role, with the state-owned Okavango Diamond Company (ODC) partnering with Tracr, a blockchain-enabled platform. This innovative system now issues digital certificates for all ODC diamonds within the three-to-six gram and two-to-10 carat size ranges, unequivocally verifying their Botswana origin. This move addresses a historical ambiguity where many Botswana diamonds were generically labelled as “sorted in Botswana,” a classification that often included stones from other De Beers partner countries. Now, with enhanced traceability, Botswana can clearly differentiate its diamonds and transparently demonstrate how its revenues are sustainably reinvested into the nation’s upliftment.
Kenewendo concluded by calling on midstream and downstream partners—including retailers and investors—to join forces with Botswana in developing an authentic marketing and consumer education strategy that resonates with today’s consumers and secures a sustainable future for natural diamonds, particularly those from Botswana. The plan, she stressed, must fully embrace Botswana’s dual role as both a leading producer and a steadfast steward of the natural diamond legacy. The fight for the authentic sparkle, it seems, has just begun.
