Five-Euro Lab Growns Kick off Antwerp Campaign
June 12, 25
(IDEX Online) - A gumball machine dispensing five-euro lab grown diamonds was unveiled today (12 June) as part of a two-pronged campaign, highlighting Antwerp's history as a diamond hub - and the low value of lab growns.
The cheeky stunt, taking place today and tomorrow at the city's Stadsfeestzaal shopping mall, is part of the new We Protect a Legacy initiative by the Antwerp World Diamond Centre (AWDC).
"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," the AWDC said.
Lab growns account for just 0.6 per cent of the diamonds traded in Antwerp, which has been a global hub for almost 580 years.
Isidore Morsel, AWDC president, says the campaign highlights the core differences between natural and lab growns, which 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," he said. "Only a well-informed consumer can make conscious choices and avoid being misled.
"The most eye-catching difference lies in value: the market price of synthetic diamonds has collapsed in recent months, losing up to 95 per cent of their value over the past seven years, while natural diamonds are becoming increasingly scarce."
Pic courtesy AWDC.