- Tsaone Segaetsho
Minister of Energy and Minerals, Bogolo Kenewendo, has provided exclusive insight to The Executive Botswanaregarding the strategic purpose of the recently launched House of Botswana (HoB) initiative, describing it as an inclusive, forward-looking platform designed to unite domestic and international stakeholders across the diamond value chain.
Her remarks follow heightened interest and speculation from global diamond and jewellery industry professionals, many of whom queried whether HoB was a one-off marketing campaign, a permanent fixture akin to JCK, or something altogether different.
HoB was officially launched last week at the prestigious JCK Show in Las Vegas by President Duma Boko alongside Minister Kenewendo. The unveiling sparked widespread international media attention, fuelling discussions about its long-term purpose and structure.
Speaking to The Executive Botswana during an overseas engagement, Kenewendo clarified:
“HoB, among other objectives, is designed to solidify Botswana’s position as a leader in the global diamond industry. The intention is to create a platform where all diamond stakeholders, both within and outside of Botswana, can actively participate.”
Renowned diamond journalist and analyst Avi Krawitz was among those expressing curiosity, questioning whether HoB was simply a temporary campaign or a sustainable strategy. In response, Kenewendo affirmed:
“House of Botswana is a long-term strategic platform established to position Botswana as a global leader in the diamond sector. It is not a once-off promotional campaign, but an enduring initiative that unifies all key players in the diamond value chain under a single brand identity.”
She further noted that while HoB debuted at JCK Las Vegas 2024, its ambition extends well beyond marketing Botswana’s diamonds alone.
“It represents the country’s broader commitment to ethical luxury, sustainability, beneficiation, tourism, trade, culture, and socio-economic development,” she said.
Kenewendo explained that HoB serves as a collaborative platform to amplify the provenance of Botswana’s diamonds, drive innovation in the industry, and generate new opportunities for Batswana across the entire value chain.
House of Botswana Strategic Objectives
The House of Botswana initiative has been established around several well-defined strategic objectives that support the country’s positioning in the global diamond industry.
Firstly, the initiative seeks to position Botswana’s diamonds as the premier choice for ethically sourced luxury goods. This objective focuses on leveraging the unique provenance of Botswana’s diamonds at major international business-to-business (B2B) and business-to-consumer (B2C) events.
Secondly, the House of Botswana aims to establish Botswana as a dynamic and influential leader within the global diamond landscape. This includes fostering comprehensive development across the diamond value chain, particularly with an emphasis on downstream commercialisation opportunities.
A further objective is to promote Botswana’s achievements in diamond beneficiation. The initiative aims to highlight the country’s ability to add value through skilled local craftsmanship and to strengthen collaboration with Batswana-owned manufacturing enterprises and emerging jewellery designers.
In addition, the House of Botswana is intended to create synergies between Botswana’s unique tourism offerings and its diamond industry. By doing so, it promotes integrated trade opportunities and sustainable development across both sectors.
The final strategic objective centres on fostering collaborative partnerships that enhance the desirability and global appeal of Botswana and its natural resources. These partnerships are multifaceted and include several key areas:
- Developing robust business-to-business engagement opportunities to ensure the HoB brand becomes an integral component of the global diamond industry, facilitated by Botswana’s key partners.
- Establishing strategic relationships with retailers, jewellers, and designers—particularly in the United States—to promote and position Botswana diamonds in various downstream market segments.
- Appointing credible advocates, influencers, and brand ambassadors who can effectively drive consumer trends and serve as market champions for the House of Botswana.
- Securing memberships in leading jewellery organisations based in the United States to expand the initiative’s global presence and industry network.
- Creating the Botswana Diamond Marketing Forum, a collaborative platform for Botswana’s diamond industry stakeholders to advance the “Botswana First” narrative and ensure cohesive industry messaging.
The House of Botswana brings together a diverse and influential coalition of stakeholders drawn from both government and industry. These include the Ministry of Minerals and Energy; Okavango Diamond Company; Debswana Diamond Company; De Beers Global Sightholder Sales; Diamond Trading Company Botswana; Minerals Development Company Botswana; and Lucara Botswana.
Other key government entities involved are the Ministry of Environment and Tourism; Botswana Tourism Organisation; Ministry of Youth and Gender Affairs; Ministry of Sport and Arts; and the Ministry of Education, specifically technical colleges offering jewellery manufacturing programmes.
Additional stakeholders include the Botswana Investment and Trade Centre; various Botswana-based diamond-related associations; independent international diamond entities specialising in cutting and polishing, retail, design, and jewellery; and a range of participants from emerging markets.
As global interest in Botswana’s diamond industry continues to grow, the House of Botswana appears well-positioned to serve as the country’s flagship platform for inclusive growth, ethical luxury, and international collaboration.
