As part of the creative rollout at Antwerp’s iconic Stadsfeestzaal, AWDC installed a striking gumball machine that offered lab-grown diamonds for just €5 — a symbolic display highlighting the dramatic plunge in LGD prices, which have reportedly dropped by up to 95% in recent years.

With synthetic stones making up a mere 0.6% of Antwerp’s total diamond trade value, the campaign underscores the city’s commitment to preserving the integrity and legacy of the natural diamond industry. AWDC’s leadership stressed the importance of protecting consumers from misleading narratives and ensuring clarity in the diamond marketplace.