Diamond Tourism: Demystifying diamonds and gemstones in South Africa


For first-time visitors to this fascinating continent of Africa, the birthplace of humanity, many will take home memories and experiences that will never be paralleled in their lifetime. Most will even want to take home a piece of Africa, whether it’s a small memento or even if it’s a bit of wisdom, so that their fond memories are never forgotten. But what if I told you it was possible to literally take home a piece of Africa?

At Africa’s largest travel show, INDABA 2014, held at Durban, South Africa’s Inkosi Albert Luthuli Convention Centre earlier this year, 1,200 African tourism products were showcased to thousands of delegates including Jewel Africa. Visitors can literally take home a piece of Africa through gemstones unearthed and mined from the continent, most from South Africa where mines have been known for churning out famous diamonds such as the rare 29.6 carat blue diamond, unearthed in January 2014.

Jewel Africa specializes in combining retail tourism and the timeless allure of diamonds and gemstones. Through a curated educational journey, Jewel Africa’s experts take visitors on a personalized and interactive diamond tour at their offices in Johannesburg and Cape Town, South Africa.

From mining to manufacturing to buying diamonds, Jewel Africa demystifies diamonds and gemstones found in Africa. Visitors walk away with a new appreciation for diamonds and gemstones, and a comprehensive understanding of the industry including how to grade gemstones based on the four qualities – Cut, Colour, Clarity and Carat.

Master goldsmiths who can craft personally commissioned designs are also on-hand. Visitors also get a chance to see the continent’s largest collection of tanzanite and are also treated to an exclusive jewelry retail experience. Whether it’s an intricate design or even loose gemstones, Jewel Africa is definitely revolutionizing the gemstone retail experience in Africa through personalizing the journey and empowering shoppers with knowledge.


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