Antwerp Diamond Bourse Steps up Branding Efforts by Organizing Exclusive Antwerp Diamond Trade Fair

Jan 11, 2010, 04:00 ET from Antwerp Diamond Bourse

ANTWERP, Belgium, January 11 /PRNewswire/ -- With the economic slowdown still being painfully felt in the global diamond industry and trade, Antwerp's diamond business is taking drastic but inventive measures to ensure that Antwerp will secure its exclusive title as the world diamond capital in the years to come. In early February, the Antwerp Diamond Bourse -- de Beurs voor Diamanthandel -- will be unlocking the doors of its 105-year-old trading hall to welcome an exclusive group of jewellers and diamond buyers into the inner chambers of the world's diamond capital. The occasion is the debut of the Antwerp Diamond Trade Fair, a by-invitation-only diamond trade fair that will be held from February 7-9, 2010, on the bourse's historical trading floor.

So why did the Antwerp Diamond Bourse decide to profile and market itself more assertively? Raphael Rubin, who is one of the members of the Antwerp Diamond Trade Fair organizing committee, explained that many of bourse members exhibit annually at one or more of the leading international jewellery fairs in the United States, Europe and Asia, most often in diamond pavilions organized by the Antwerp World Diamond Centre (AWDC), the umbrella organisation of the Belgian diamond industry. However, the Antwerp Diamond Bourse leadership felt it also needed to advance its own, exclusive brand.

"With the Antwerp Diamond Trade Fair, we aim to become part of the growing number of by-invitation-only events that specifically target high-end diamond, gem and jewellery buyers. We realized that we could only do so under our own brand - the brand of the Antwerp Diamond Bourse which has been operating for more than a century," Rubin noted.

For three days, the trading floor of the Antwerp Diamond Bourse will be converted into a stylish exhibition floor where 43 leading Antwerp diamond firms will display their diamonds in elegantly designed booths. With the sponsorship of the AWDC, the fair has invited more than 200 diamond buyers from across the European Community, some of whom have done business in Antwerp before, but many others who have not.

David Blackman, a second-generation jeweler from Dublin, Ireland said the invitation to participate in the Antwerp Diamond Trade Fair had come as a pleasant surprise.

"Everything is changing in our business, and you have to be open to new ideas," he noted. "I visited Antwerp numerous times on diamond buying trips, but this will surely be a new experience. The fair's concept will enable me to make lots of new connections, in a much shorter time frame. So I'm hopeful for good results," Blackman stated.

Jens Lorenz, principal of veteran jewellery retailer Hans Lorenz Gmbh of Berlin, Germany, said it would be his first time in Antwerp. "I am looking forward to the obvious networking and sourcing opportunities that the Antwerp Diamond Trade Fair will be offering. Retail jewellers are up against an enormous challenge in today's consumer market where we compete with internet based firms with a host of marketing models. I am looking forward to finding a common language with diamantaires on how to head this off and work together closely to advance our common interests."

Antwerp Diamond Bourse President Artur Beller said the fair was a vote of confidence in the future of Antwerp's diamond industry and trade. "Antwerp is the world's number one diamond trading hub for polished diamonds," he said. "More than 50 percent of the world's polished diamonds are traded here. Antwerp is the undisputed global diamond powerhouse of the 21st century," he stated.

    Editors: for more info go to
    Press Contact:, +32-3-2335313

    Contact: Ms. Lucile Lerat -
    The Antwerp Diamond Trade Fair is owned by the Antwerp Diamond Bourse,
    Beurs voor Diamanthandel, Pelikaanstraat 78, Antwerp, 2018, Belgium,
    T. +32-3-2335313, F. +32-3-2336503, E.

SOURCE Antwerp Diamond Bourse