The Antwerp World Diamond Centre (AWDC) has launched a bold new campaign titled “We Protect A Legacy”, aimed at reinforcing Antwerp’s historic role as the global hub for natural diamond trade and raising public awareness about the crucial differences between natural diamonds and lab-grown diamonds (LGDs).

Campaign Launch and Symbolism

The campaign was unveiled at the iconic Stadsfeestzaal in Antwerp, where a striking and symbolic installation drew public attention: a gumball machine dispensing lab-grown diamonds for just €5. This creative activation highlighted the significant devaluation of LGDs over recent years. Industry reports indicate that lab-grown diamond prices have declined by up to 95% over the past seven years, underscoring growing concerns around long-term value and resale potential.

Strategic Objectives

• Consumer Education: The campaign seeks to clarify market distinctions between natural and synthetic diamonds, addressing increasing consumer confusion amid the growing presence of LGDs in the jewellery sector.
• Market Positioning: By spotlighting the volatility of LGD pricing, the initiative reinforces natural diamonds as the enduring choice for long-term value, heritage, and emotional significance.
• Trade Integrity: With LGDs comprising only 0.6% of Antwerp’s total diamond trade value, the AWDC reaffirms its commitment to transparency, authenticity, and protecting consumers from misleading marketing practices.