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AWDC launches “We Protect A Legacy” campaign to champion natural diamonds

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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.

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DiamondBuzz

Natural Diamond Council and Dubai Jewellery Group Host a Successful ‘The   Diamond Dialogue’ in Dubai

Industry leaders come together to discuss opportunities, challenges, and consumer trust in the diamond sector

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Natural Diamond Council (NDC), a global not-for-profit organization collaborating the natural diamond industry and its entire value chain, hosted first-ever edition The Diamond Dialogue in partnership with  Dubai Jewellery Group (DJG). The Diamond Dialogue was a thought-provoking industry roundtable that brought together leading voices from the UAE’s jewellery sector to discuss the evolving landscape of the natural diamond industry.

The session, held in Dubai, brought together key stakeholders, including retailers, industry leaders, and trade experts, for a candid exchange on the current challenges and opportunities shaping the diamond sector. Discussions centered on how the industry can better connect with today’s well-informed yet easily distracted consumer, ensuring that the emotional and enduring value of natural diamonds continues to shine through every interaction.

With the advent of lab-grown diamonds, experts reiterated that knowledge remains the cornerstone of trust and the strength of the diamond community. The dialogue emphasized the importance of clear and transparent communication, helping consumers understand that natural and lab-grown diamonds represent two distinct and parallel markets. Participants collectively agreed that honesty, transparency, and clarity must guide every engagement with consumers.

The session was moderated by Richa Singh, Managing Director – India & Middle East, Natural Diamond Council (NDC), and featured perspectives from Tawhid Abdullah, CEO, Jawhara Jewellery & Chairman, Dubai Jewellery Group; K.P. Abdul Salam, Vice Chairman, Malabar Group; Anuraag Sinha, Managing Director, Liali Jewellery; Chandu Siroya, Owner, Siroya Jewellers; and Amit Dhamani, CEO and Managing Director, Dhamani Group.

Our special guest, Mr. Ahmad Ali Moosa, Director of the Consumer Protection Department at the Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), offered a unique perspective on the importance of building a transparent ecosystem that prioritizes consumer trust and protection.

Commenting on the session, Richa Singh, Managing Director, Natural Diamond Council, “We’ve always envisioned The Diamond Dialogue as an open and honest conversation that leads to real action. Dubai has been the first market to embrace this initiative and to collaborate with us in moving the conversation forward. It’s inspiring to see industry leaders, retailers, and government stakeholders come together with a shared purpose, to strengthen trust, educate consumers, and shape a stronger, more transparent future for natural diamonds.”

Commenting on the session, Tawhid Abdullah, Chairman, Dubai Jewellery Group, “Dubai continues to be a beacon for the global jewellery trade, a place where innovation, integrity, and tradition converge. We are the most established jewellery market in the region and are thrilled to have NDC lead this important conversation. The Diamond Dialogue is an important step toward strengthening our collective voice and ensuring we uphold the highest standards of transparency and consumer confidence in natural diamonds.”

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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