AWDC, launched new campaign: We Protect a Legacy!
Emphasizes Antwerp’s role for NDs more explicitly than ever before 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 [NDs] 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 Pr...