Botswana leads the world in diamond production but faces money troubles. The country hopes rich young Americans will buy more big gems, reaching them through Instagram and TikTok ads. They recently held a fancy dinner for social media stars at a top New York restaurant. Their goal was simple - convince wealthy people in their twenties and thirties to pick natural diamonds instead of lab-made stones.
Bogolo Kenewendo, 37, runs the mining department in Botswana. She told reporters from New York that fighting against artificial diamonds is their main plan. They teamed up with The Clear Cut, an online jewelry company popular with younger shoppers. This partnership helps them craft messages about natural diamonds that appeal directly to American Generation Z customers.
Lab-created diamonds hurt Botswana badly because they cost less. These synthetic options crashed prices for smaller natural stones across markets. This matters greatly since diamond money fills over one-third of Botswana's government budget and brings in most foreign cash. The central bank reported that sales from Debswana - a partnership between De Beers mining company and Botswana - fell by 46 percent during the past year.
Man-made diamonds benefit from stories about conflict gems from places like Sierra Leone, where diamond sales paid for civil wars. Botswana fights this image by pointing out its strong democracy. It emphasizes that diamond discoveries after gaining independence in 1966 helped everyone. Minister Kenewendo explained their main selling point clearly: diamonds create good results. She noted how diamond sales fund education for citizens from elementary school through university level across the entire nation.
Bogolo Kenewendo, 37, runs the mining department in Botswana. She told reporters from New York that fighting against artificial diamonds is their main plan. They teamed up with The Clear Cut, an online jewelry company popular with younger shoppers. This partnership helps them craft messages about natural diamonds that appeal directly to American Generation Z customers.
Lab-created diamonds hurt Botswana badly because they cost less. These synthetic options crashed prices for smaller natural stones across markets. This matters greatly since diamond money fills over one-third of Botswana's government budget and brings in most foreign cash. The central bank reported that sales from Debswana - a partnership between De Beers mining company and Botswana - fell by 46 percent during the past year.
Man-made diamonds benefit from stories about conflict gems from places like Sierra Leone, where diamond sales paid for civil wars. Botswana fights this image by pointing out its strong democracy. It emphasizes that diamond discoveries after gaining independence in 1966 helped everyone. Minister Kenewendo explained their main selling point clearly: diamonds create good results. She noted how diamond sales fund education for citizens from elementary school through university level across the entire nation.
