Antwerp, 12 June 2025 — Today, the Antwerp World Diamond Centre (AWDC), which represents the interests of 1,470 Belgian diamond companies, launched its 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. The federation also aims 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,” says Isidore Mörsel, President of AWDC. “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 unclear to 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,” Mörsel explains. “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 its website, www.awdc.be/natural-diamonds, AWDC offers 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, AWDC is hosting a public stunt on 12 and 13 June at the Stadsfeestzaal on Antwerp’s Meir. Passers-by can turn a chewing gum machine for just five 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
