The Antwerp World Diamond Centre (AWDC), representing the Antwerp diamond community, adopted a unique approach to spreading Christmas cheer, by being part of charity. The AWDC this year decided not to send out season’s greetings gifts or cards and instead 16 diamond ambassadors volunteered at the local Antwerp charity project “Moeders voor Moeders”.
Moeders voor Moeders is an organization which helps young families facing financial difficulties. AWDC will share its season’s greetings video from their day at Moeders voor Moeders on social media. For each Share and Like, the organization will make a donation to the Moeders voor Moeders charity project.
Collaborating with AWDC, the City of Antwerp is organizing a diamond year, celebrating the 550-year-old connection between the city and diamonds. The Antwerp diamond industry launched the new campaign “Diamonds & Antwerp, it’s in our DnA”, highlighting this unique bond. At the start of the campaign, sixteen members of the Antwerp diamond community took up the role of ambassadors for the industry and last month, spent an entire day volunteering at “Moeders voor Moeders”.
Ari Epstein, CEO of AWDC and one of the sixteen DnA ambassadors, said, “Like most companies, AWDC usually sends out season’s greetings gifts and cards, which involves certain costs. This year, we decided we would much rather give that money to those who need it more. I warmly invite everyone to like and share our video as much as possible through our Facebook page, “Diamonds and Antwerp”.