When you think Antwerp, you think fashion, architecture, good food, and of course, diamonds. Antwerp's natural diamonds are a legacy, and we claim that title now. We’re officially and explicitly positioning Antwerp as the global hub for natural diamonds, a legacy 578 years in the making.

We kicked things off in style at the Antwerp Stadsfeestzaal with a playful public stunt: passersby could spin a gumball machine filled with synthetic diamonds for just 5 euros. The goal? To highlight the clear difference in value between natural and synthetic stones—two products that may look alike, but are fundamentally different.

This campaign is more than visibility: it’s about consumer awareness, industry transparency, and claiming our rightful place as the natural diamond capital of the world.

We invite the sector, our partners, and the public to join us in sharing this message. How? Find what you can do below!