HRD Antwerp to Certify AWDC Diamonds on Alibaba Platform

HRD Antwerp announced that it would be certifying all diamonds sold by Shape of Antwerp, the new diamond jewellery brand that highlights the best of jewellery design. The Shape of Antwerp collection will be sold exclusively on the Chinese Tmall platform: Belgian Diamond Pavilion

The Shape of Antwerp brand is the result of a new partnership between the Antwerp World Diamond Centre (AWDC) and Alibaba Group, a leading global technology and commerce company. In the framework of the China International Import Expo (CIIE), Shape of Antwerp will showcase their brand new collection to Chinese end consumers at Booth 5.1C4-01.

HRD Antwerp will certify every diamond sold on the Belgian Diamond Pavilion to ensure that the 4Cs – cut, colour, clarity and carat weight – match with the description given to the consumer. HRD Antwerp will also laser engrave a QR code onto the girdle of each diamond before it is set in a Shape of Antwerp design. The tamper-proof QR code is also included on the diamond’s grading report.

Scanning the QR code allows the consumer to use the platform’s blockchain technology to follow their diamond’s journey from Antwerp to China. Blockchain technology gives the transaction an extra layer of security and provides consumers with additional peace of mind.

“We want consumers to enjoy their stunning new diamonds instead of worrying about the quality” says Michel Janssens, CEO of HRD Antwerp. “By certifying every stone, HRD Antwerp guarantees the stone’s natural origins as well as the quality of its 4Cs, so consumers receive exactly what they are expecting.”

Shape of Antwerp jewellery has been designed by a select group of master jewellery designers, and sets certified diamonds from Antwerp, the Diamond Capital of the World, in a range of designs. The collection will be sold exclusively on Alibaba’s Tmall platform: Belgian Diamond Pavilion.

“The new Shape of Antwerp collection will bring stunning jewellery from the Diamond Capital of the World to the Pearl of the Orient,” says Ari Epstein, CEO of AWDC. “We are looking forward to seeing the reactions of the Chinese public to Antwerp’s beautiful diamonds.”

The Memorandum of Understanding (MoU) was signed at the Belgian Consulate General’s residence in Shanghai by Nishit Parikh, Chairman of AWDC; Jessica Liu, President of Tmall Fashion and Luxury; in the presence of Kris Peeters, Belgian Deputy Prime Minister and Minister of Economy and Employment; Jet Jing, President of Tmall; Michel Janssens, CEO of HRD Antwerp.