Six jewellers of Antwerp were awarded Antwerp's quality label - "Antwerp Most Brilliant", on January 29, at a ceremony in Antwerp City Hall, reports say. The label has been launched by the Antwerp diamond business community, including the Antwerp World Diamond Centre (AWDC), HRD Antwerp NV, and Antwerp City Hal.

To be a label bearer one must meet 32 quality requirements.

This initiative was appreciated by the World Diamond Mark. The WDM chairman Alex Popov also mentioned that the goals of the ‘Antwerp Most Brilliant’ campaign was in sync with those of the World Diamond Mark (WDM) program, in that it promotes diamonds and diamond jewellery amongst consumers and also requires the strict code of practices on behalf of the holders, reports say. Also, he mentioned that there could be a way to integrate AMB holders into the global WDM program. A day prior to the launch of the new label, Ernest Blom, President of the World Federation of Diamond Bourses (WFDB), and WDMF’s chairman hosted a breakfast seminar at the recent Antwerp Diamond Trade Fair, presenting the main messages of the WDM's generic diamond marketing campaign. The WDMF chairman and the WDM consultancy team also held separate meetings with AWDC officials and other Antwerp industry stakeholders.