Antwerp’s Most Brilliant: Transforming Antwerp’s Diamond Jewelry Experience

(thediamondloupe.com) - Arriving at Antwerp’s splendid 19th century Central Station, with its marble staircases, iron and glass vaulted ceiling and gilded details, shoppers visiting Antwerp are filled with high expectations about the jewelry boutiques awaiting them in the world’s diamond capital. For years these expectations were quickly dashed, as consumers were confronted with myriad uninviting and less-than-reputable jewelry shops once they left the station. Where to turn? The City of Antwerp and the Antwerp World Diamond Centre (AWDC) recognized the problem and decided to do something about it. Enter Antwerp’s Most Brilliant (AMB): a quality label for jewelers focusing on the “5th C” of compliance and confidence, intended to direct customers to trusted jewelers where they may shop and purchase with peace of mind, and to give deserving jewelers a way to distinguish themselves from the hundreds of businesses located in the diamond capital.