By A Correspondent| Zimbabwean industry leader Kundai Kwenda is spearheading a new drive to demystify the diamond industry, calling for urgent consumer education and stricter due diligence across the value chain.

Speaking during a recent interview, Kwenda said the global diamond trade has long been shrouded in secrecy and misinformation, leaving consumers in the dark about where their stones come from and what they truly cost.

“For too long, the diamond industry has been engulfed by misconceptions. It’s time to replace that with facts,” Kwenda said. “Consumers deserve to know the journey of a diamond — from mine to market — and the standards behind it.”

Kwenda argued that a lack of awareness is allowing unethical practices to persist and is also hurting legitimate producers who operate with transparency and compliance.

“Due diligence is not optional anymore. If you don’t know the origin, the treatment, and the impact of the diamond you’re buying, then you’re part of the problem,” he said.

The campaign he is leading will focus on educating buyers, retailers, and young entrepreneurs about certification processes, ethical sourcing, and the economic impact of diamonds on producing countries like Zimbabwe.

Industry experts say Kwenda’s push comes at a critical time as global buyers increasingly demand traceability and accountability.

“Education is the first step to reform,” Kwenda added. “When consumers are informed, they make better choices. And when they make better choices, the whole industry is forced to raise its standards.”

The initiative is expected to roll out workshops, public awareness programs, and partnerships with jewellers to promote responsible diamond buying.

Kwenda concluded: “A diamond should represent value, not just in price, but in integrity. That starts with knowing what you buy.”

Kundai Kwenda
Founder, Kwenda Diamonds Limited

heritage@kwendadiamonds.com
www.kwendadiamonds.com

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