The Antwerp World Diamond Centre (AWDC) has launched a new promotional campaign to raise public awareness about the fundamental differences between natural and synthetic diamonds with an aim to emphasize its role as global natural diamond hub.
The new campaign titled ‘We Protect A Legacy’ was launched in Antwerp’s Stadsfeestzaal shopping mall in an unusual manner: on 12 and 13 June, visitors can turn a gumball machine and receive a synthetic diamond for just five euros.
This symbolic act highlights the stark contrast in value between synthetic and natural diamonds, AWDC said. At the same time, it is supposed to underscore Antwerp’s rich natural diamond trade history of nearly 580 years at a time when synthetic diamonds are growing in popularity.
“Natural diamonds have been at the core of our existence for centuries. In the past five years, synthetic diamonds represented a negligible 0.6% of our total trade value,” said AWDC president Isidore Morsel.
“With this campaign, we draw a clear line and inform the public in a transparent and accurate way. Only a well-informed consumer can make conscious choices and avoid being misled.”
With a new public campaign, AWDC plans to draw a clear distinction between synthetic and natural diamonds, represented by the former’s 95% drop in value over the past few years, while natural diamonds are becoming increasingly scarce.
Theodor Lisovoy, Managing Editor, Rough&Polished
