Diamond Traceability takes ‘Center Stage’ on The Red Carpet during Cannes Film Festival

The 78th Festival de Cannes, which takes place from May 13th thru 24, 2025, has become a global stage for African and Indian excellence, with stars like supermodel Maria Borges (Angola),  actress Aissa Maiga (Senegal)  and Bollywood actress Urvashi Rautela (India), not only gracing the red carpet during the premiere of Partir Un Jour”, but actually positioning themselves to lead the way. Meanwhile, Africa’s diamond industry occupies 8 of the top 10 diamond producing nations and seized the spotlight, strategically diverting global attention away from the concurrent 2025 Kimberley Process (KP) Intersessional Meeting in the UAE.

The AFRICAN DIAMOND COUNCIL (ADC) countered with a bold Cannes initiative that showcased African-mined diamonds alongside celebrity glamour, directly targeting the festival’s elite audience of collectors, influencers and luxury buyers.

This year, media scrutiny intensified far beyond couture. Popular media outlets like Brut., the festival’s official media partner, pressed celebrities not just on designers, but on diamond provenance, demanding specifics like country of origin and mine source. Since India polishes more than 90% of Africa’s rough diamonds, Brut India  showcased significant Indian presence under the theme “Lights, Beauty & Action.”

Such questions reflect surging consumer demand for ethical transparency, a gap filled by platforms like authentia.io. The public blockchain-powered traceability system, pioneered to address criticism of the KP Certification Scheme (KPCS), provides immutable, real-time data on a gemstone’s journey from mine to market. The spotlight continues tomorrow night at a gathering hosted by Brut. and Nestlé Nespresso SA at La Plage Nespresso.

Cannes’ billion-dollar media reach offers diamond brands unrivaled exposure. A-list-worn jewelry generates viral visibility across social platforms, red carpet broadcasts and global headlines. Brands now leverage this stage to debut blockchain-tracked pieces, merging luxury with accountability. Authentia’s technology transforms traceability from a compliance burden into a strategic asset, which enables premium pricing via verified sustainability, differentiating brands in saturated markets, and aligning with tightening global regulations.

As the festival bridges cinema and commerce, diamond houses like those partnering with Authentia.io are redefining luxury narratives. By consolidating siloed supply chain data into a single auditable system, they slash operational costs while appealing to conscientious consumers. Cannes 2025 underscores a paradigm shift where ethical provenance is no longer optional, but a cornerstone of prestige, with blockchain innovation ensuring trust, the ultimate luxury, in every gemstone’s story.