AWDC Positions Antwerp as Global Center for Natural Diamonds with ‘We Protect A Legacy’ Campaign

On Thursday, June 12th, we launched our new campaign: ‘We Protect A Legacy’. With this campaign, AWDC emphasizes Antwerp’s role as the world trading center for natural diamonds more explicitly than ever before. With this, we want to raise public awareness about the fundamental differences between natural and synthetic diamonds — two products that may look alike on the outside but are fundamentally different in nature. 

The campaign was launched in Antwerp’s Stadsfeestzaal with a striking public stunt: passers-by 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. 

With a rich history of nearly 580 years, the natural diamond trade is deeply embedded in the DNA of Antwerp. The ‘We Protect A Legacy’ campaign explicitly reinforces the city’s role as a natural diamond hub — particularly in response to the growing popularity of synthetic diamonds and increasing consumer confusion about the difference. We’re claiming this position openly and with full conviction. 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. Moreover, Belgium is the first country in the world to protect consumers through a Royal Decree — since 2023, jewelers are legally required to clearly disclose whether a diamond is natural or synthetic before a purchase takes place. 

Synthetic vs Natural Diamonds: A Fundamental Yet Little-Known Difference 
The core differences between natural and synthetic diamonds remain unclearto many consumers, leaving room for confusion — and in some cases, deliberate misinformation. 

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.

Though visually identical, natural and synthetic diamonds differ significantly. The most eye-catching difference lies in value: the market price of synthetic diamonds has collapsed in recent months, losing up to 95% of their value over the past seven years, while natural diamonds are becoming increasingly scarce. But the differences go further — in sustainability, their positive impact on local mining communities, and their emotional significance, the contrasts are stark. 

On our website, www.awdc.be/natural-diamonds , we offer helpful guides for consumers, retailers, and the broader public. 

Playful Gumball Machine Action Illustrates Price Gap 
To kick off the campaign in an original way, we are hosting a public stunt on 12 and 13 June atthe Stadsfeestzaal on Antwerp’s Meir. Passers-by can turn a chewing gum machine forjustfive euros and receive a synthetic diamond — a playful nod to the significant value gap with natural diamonds. 

That value difference is one of the most visible, but certainly not the only fundamental distinction between the two products. 

More information about the campaign: www.awdc.be/natural-diamonds