Erasmus Shalihaxwe
Namib Desert Diamonds (NAMDIA) generated a total of N$ 1.4 billion from the sale of 191 426 carats of diamonds in 2024.
NAMDIA’s Public Relations and Communications Officer, Beverley Coussement told the Windhoek Observer newspaper during an interview over the weekend that the company despite challenges faced by the global diamond industry in 2024—marked by subdued demand due to economic headwinds and shifting consumer spending patterns—remained resilient and is navigating through tough times to meet its mandate.
“There is growing optimism driven by increased demand for responsibly sourced diamonds and a renewed focus on sustainability across the value chain. NAMDIA has remained resilient in navigating these challenges by aligning its strategies with evolving market trends and consumer preferences,” said Coussement.
According to her, NAMDIA optimised its direct sales method—a strategic shift that enhanced credibility and trust with clients.
This, she added, allowed NAMDIA to maintain greater control over pricing, ensure a consistent supply to clients, and mitigate the unpredictability of competitive bidding, which is crucial during economic uncertainties.
“In 2025, NAMDIA’s strategy will focus on the implementation of the 5-year Integrated Strategic Business Plan (ISBP), which is currently in the 3rd year of implementation. By leveraging storytelling, collaborating with clients and forming strategic partnerships, NAMDIA aims to position itself as a leader in responsible diamond trading, meeting evolving market and consumer expectations and contributing to driving demand,” said Coussement.
NAMDIA opened its application process for new clients last month, with submissions closing at the end of January 2025.
The company currently serves 36 clients, predominantly from countries such as Belgium, Israel, the United Arab Emirates, the United States, and India. Only two Namibian companies are among NAMDIA’s clientele.
“We received a steady flow of applications since the application process commenced. As the closing date of 31 January 2025 approaches, we anticipate an even greater influx of applications,” added Coussement.
