World Diamond Day: Reclaiming the Narrative

We all have a starting point in this industry. Mine goes back to age 11, on a school trip to Kimberley, where I was first introduced to the world of natural diamonds. In many ways, that excursion was a coming-of-age experience for me, one I’ve probably stretched into a better story over time, with a bit of embellishment thrown in.

There were a few memorable moments. At one point I was left behind at a Boer War memorial, convinced I’d been abandoned and destined to become part of the exhibit. Not long after being “rescued”, I told a somewhat bully-ish teacher exactly what I thought of him for making light of the incident.

But the real highlight was standing at the edge of the Big Hole.

The scale and depth of it stuck with me, as did the story of its discovery and the South African diamond rush. Even then, there was an instinctive sense that something meaningful was at stake when we each sat down with a sieve, sifting through rubble in search of a diamond hidden in one of the pans.

Naturally, the most popular girl in class found it. She won everything and I still suspect foul play. But what stayed with me was the sense of value attached to that stone, not just monetary, but something deeper. Looking back, that moment feels like the starting point of a career that turned into a genuine fascination with the product, its story, and the industry around it.

Fast forward to 2023, and I found myself back in Kimberley for the first time since that trip. Walking up the ramp toward the Big Hole, I was flooded with unexpected emotion. A full-circle moment that brought back the childhood memory, but also reinforced how rich the industry’s history really is. I captured some of that visit in a video, Kimberley or Bust!.

I’m reminded of it this week, as April 8 marks the inaugural World Diamond Day, an initiative encouraging the industry to share personal stories about natural diamonds and, in turn, inspire consumers to reflect on their own.

The project is the brainchild of the World Diamond Heritage Board, championed by its founder Nicolas Chrétien, and adopted by the Natural Diamond Council. Its success will depend on meaningful industry participation, but if it gains traction, it has the potential to influence how consumers perceive natural diamonds. Telling our story is vital to reclaiming the narrative among consumers.

I’m looking forward to hearing / reading the stories that emerge. Not just about the diamonds themselves, but about the significance people attach to them. That’s where the real value sits.

This blog first appeared in the March 30 Pressing Matters Executive Memo. Read the full memo here, Pressing Matters.