DiamondBuzz
AWDC launches “We Protect A Legacy” campaign to champion natural diamonds
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.
DiamondBuzz
Alrosa Reports $130mn H1 Loss Amid Diamond Market Headwinds
The Company Cited Geopolitical and Macroeconomic Uncertainty, Western Sanctions, Shifting Jewellery Demand, Higher Gold Prices and Weaker Rough and Polished Diamond Sales As Key Challenges.
Russia’s state-controlled diamond miner Alrosa reported a 10.67 billion-ruble ($129.7 million) net loss in H1 2026, reversing a 39.03 billion-ruble profit a year earlier. Revenue plunged 36% to 74.16 billion rubles ($901.6 million), while gross profit fell to 4.62 billion rubles.
The company cited geopolitical and macroeconomic uncertainty, Western sanctions, shifting jewellery demand, higher gold prices and weaker rough and polished diamond sales as key challenges. Its operating loss widened to 5 billion rubles, while the pre-tax loss reached 14.08 billion rubles.
Adding to the pressure, Russia’s 8% export duty on unprocessed rough diamonds above 0.45 carats, postponed to March 2027, is expected to cut Alrosa’s profit by around 3.12 billion rubles ($37.9 million), further clouding the miner’s outlook.
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