On 12 June, the Antwerp World Diamond Centre (AWDC) began its “We Protect a Legacy” campaign with a vending machine activation at a Belgian shopping mall, providing members of the public with the opportunity to purchase a lab‑grown diamond for €5, aiming to illustrate the price difference between synthetic and natural diamonds. AWDC president Isidore Morsel said: “With this campaign, we draw a clear line and inform the public in a transparent and accurate way. Only a well‑informed consumer can make conscious choices and avoid being misled.” Market Pricing and Consumer Clarity Morsel also noted that synthetic diamond prices have…

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