The Antwerp World Diamond Centre (AWDC) has launched a powerful new initiative, We Protect A Legacy, aimed at reaffirming Antwerp’s role as the global hub for natural diamonds and educating the public on the key distinctions between natural and lab-grown diamonds (LGDs).
As part of the campaign’s creative debut at Antwerp’s Stadsfeestzaal, AWDC showcased a striking installation: a gumball machine offering lab-grown diamonds for just €5. This symbolic act highlights the dramatic decline in LGD value—reportedly dropping by up to 95% over the past seven years.
AWDC President Isidore Mörsel emphasized the message, stating, “Synthetic diamonds represent only 0.6% of our total trade value. This campaign underscores our commitment to preserving Antwerp’s legacy and ensuring consumers are accurately informed.”