ENDIAMA, Sociedade Mineira do Luele and Catoca carried out an institutional visit to Brilliant Earth in Beverly Hills, on the sidelines of the JCK Las Vegas, with the aim of strengthening cooperation ties and gaining first-hand insight into the diamond marketing model adopted by the American company.

During the meeting, the Angolan delegation visited the Brilliant Earth showroom, where the brand’s models and strategies for promoting and selling natural diamonds in the U.S. market were presented.

The visit reinforced the existing partnership between the institutions, highlighted by the fact that Brilliant Earth currently offers Angolan diamonds on its digital platform, further consolidating Angola’s presence in one of the most important markets in the international jewellery industry.

Recognized for its Ethical and Sustainable Sourcing of Diamonds practices, Brilliant Earth is regarded as one of the world’s leading companies in sustainability and social responsibility within the diamond sector.

Through this initiative, Angola reaffirmed its commitment to implementing best environmental, social, and governance (ESG) practices, strengthening its investment in a diamond industry that is increasingly transparent, sustainable, and aligned with international standards.