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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

Polished Prices Up, Rough Prices See Decline: AWDC

While The Ecosystem Has Yet To Achieve A Full-Scale Rebound, The Current Data Suggests We Are Moving Toward A Stabilized Growth Posture

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The Antwerp World Diamond Centre (AWDC) has released its Q1 2026 fiscal retrospective, highlighting a significant divergence in asset class performance. While we are seeing a robust 11.6% YoY tailwind in international polished price points, the rough segment continues to face downward pricing pressure, currently de-escalating to a $72/carat baseline (a 27% delta from the previous $99/carat benchmark).

  • Polished/Rough Arbitrage: The current landscape reflects a bifurcated recovery. We are observing a “gradual recovery” trajectory where polished premiums are scaling, even as rough demand remains in a corrective phase.
  • Yield-Driven Projections: Per AWDC insights, rough valuations are fundamentally leveraged against expected polished yields. Consequently, the current polished price appreciation serves as a leading indicator for potential downstream rough price stabilization.
  • Volume vs. Value Scalability: * Volume Throughput: Increased by ~20% YoY.
    • Value Capture: Realized a more modest 3.7% uptick.
    • Operational Velocity: Rough import volumes have surged by 35.7%, signaling high-intensity inventory movement despite the lower price-per-unit environment.

Market Trajectory & Forward Outlook

Following a period of non-linear volatility—characterized by a summer pivot, a transient dip, and a Q4 resurgence—the Antwerp sector is currently navigating a “cautious turnaround” phase.

While the ecosystem has yet to achieve a full-scale rebound, the current data suggests we are moving toward a stabilized growth posture. AWDC will continue to monitor the polished-to-rough synergy to identify the inflection point for total market synchronization.

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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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