The Antwerp World Diamond Centre (AWDC) unveiled a bold new campaign, We Protect A Legacy, to reinforce Antwerp’s standing as the global centre for natural diamond trade and to raise public awareness about the vital differences between natural and lab-grown diamonds (LGDs).

In a creative launch at Antwerp’s Stadsfeestzaal, AWDC installed a gumball machine dispensing LGDs for just €5 — a symbolic gesture underscoring the steep drop in lab-grown diamond value compared to natural stones. Over the past seven years, LGD prices have reportedly fallen by as much as 95%.

Isidore Mörsel, President of AWDC, said, “Synthetic diamonds account for just 0.6% of our total trade value. Our campaign reaffirms Antwerp’s deep-rooted legacy and commitment to protecting consumers from confusion or misinformation.”