By
Bloomberg
Printed
March 16, 2025
Botswana, the world’s largest diamond producer, is betting that promoting huge gems to wealthy younger Individuals will ease its financial woe and it’s attempting to catch their eye by way of Instagram and TikTok.
Bloomberg
That gamble noticed it dip a toe into the world of luxurious promoting final week, wining and eating social media influencers at a Michelin star restaurant in New York’s Greenwich Village to pitch prosperous 20- and 30-somethings on pure rocks over lab-grown rivals.
“One of our strategies is to really counter synthetics,” Bogolo Kenewendo, Botswana’s 37-year-old mines minister, stated in an interview from New York forward of the March 12 occasion.
