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World Diamond Day Debuts With Industry Push Ahead of Sotheby’s Jwaneng 28.88 Auction

The push highlights a market under pressure from lab-grown rivals.

Overview

  • The Natural Diamond Council launched the first World Diamond Day on Wednesday across more than 50 countries, urging people to share stories using #WorldDiamondDay and #NaturalDiamonds and offering a public toolkit.
  • Jewelry houses, major retailers such as Signet and Chow Tai Fook, and groups including GIA, the World Diamond Council, the Responsible Jewellery Council, GJEPC, AWDC, the Dubai Diamond Exchange, and the Shanghai Diamond Exchange joined the effort.
  • Sotheby’s plans to sell The Jwaneng 28.88 at its Live High Jewelry sale in Hong Kong on April 23, with an estimate of $2.2 million to $2.8 million.
  • The diamond is a 28.88-carat, D-color, internally flawless Type IIa stone cut from a 114.83-carat rough found at Botswana’s Jwaneng mine, which is operated by Debswana, a joint venture between De Beers and the Botswana government.
  • Market data cited by WWD shows a natural-diamond index down 11.5% from March 2025 to March 2026 as lab-grown stones and higher metal costs weigh on demand, and the Hong Kong result is being watched as a signal for prices of rare, high-quality natural gems.