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Shape of Antwerp

Antwerp World Diamond Centre and Alibaba Group have entered into an exclusive partnership to offer Antwerp certified diamonds to Chinese consumers via Alibaba’s B2C marketplace, Tmall.

Chinese consumers love Antwerp diamonds and China is the second largest market in the world for polished diamonds. No other trade center carries with it such an exciting and flourishing history as the Antwerp diamond industry. 

The Antwerp diamonds are available under the name “Shape of Antwerp” on the namesake flagship store on Tmall. The platform is secured at several levels, enabling customers to shop with peace of mind. Each diamond is accompanied by an HRD Antwerp certificate detailing the 4Cs of the stone (cut, clarity, carat and color). Additionally, HRD will laser a QR code onto the girdle of each diamond, which will include its certificate. By scanning this code, blockchain technology will enable the customer in China to follow the journey of the diamond he or she purchased back to Antwerp.

Once consumers have selected a diamond, they can have the stone set into a piece of jewelry. The Shape of Antwerp diamonds and diamond jewelry will be sold exclusively via Alibaba’s Tmall platform: Shape of Antwerp Online Flagship Store. 

Dowload the Shape of Antwerp leaflet in documents below.


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