15-03-2025
Botswana Targets Rich Young Americans With Big, Natural Diamonds
By , William Clowes, and Mbongeni Mguni
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Botswana, the world's largest diamond producer, is betting that selling big gems to rich young Americans will ease its economic woe and it is trying to catch their eye via Instagram and TikTok.
That gamble saw it dip a toe into the world of luxury advertising last week, wining and dining social media influencers at a Michelin star restaurant in New York's Greenwich Village to pitch affluent 20- and 30-somethings on natural rocks over lab-grown rivals.
