The Antwerp World Diamond Centre (AWDC) organised a public awareness initiative on March 10, 2026 at the entrance hall of Antwerpen-Centraal railway station, highlighting the risk of consumer deception when purchasing diamond jewellery.

The initiative aimed to educate consumers about the differences between natural and synthetic diamonds and encourage greater transparency in retail transactions. According to AWDC, limited consumer awareness about these differences can leave buyers vulnerable to misleading sales practices.

During the event, passers-by were offered free scanning of their diamond jewellery to determine whether the stones were natural or synthetic. Diamond experts were present on site to explain the results, and participants received a written statement confirming the outcome of the scan.

Karen Rentmeesters of AWDC said the visual similarity between natural and synthetic diamonds often leads to confusion among buyers.

“Natural and synthetic diamonds look identical to the naked eye, but they differ greatly in value. A natural diamond worth $ 8,900 will have a synthetic alternative worth about $ 100. Anyone who does not know the difference therefore risks buying a jewel with synthetic diamonds while paying the price of a natural diamond jewel,” she said.

AWDC emphasized the importance of proper documentation and consumer awareness when purchasing diamond jewellery. Buyers are encouraged to request a diamond certificate clearly stating whether the stones are natural or synthetic, along with other key characteristics.

Since May 1, 2023, Belgian law requires jewellers to provide customers with a document specifying important details about the diamonds they sell, including the weight and whether the stone is natural or synthetic.

However, Rentmeesters noted that compliance with the regulation remains inconsistent. “But in practice we see that this obligation is often not respected. As a result, consumers remain vulnerable and their lack of knowledge can be exploited,” she said.

Belgium’s Minister of Employment and Economy, David Clarinval, also addressed the issue, emphasizing the importance of transparency in the diamond sector.

“Whether it concerns products or services, as Minister of Economy I stand for transparency and fair competition. Anyone buying a diamond must know exactly what they are purchasing,” he said.

Clarinval noted that a Royal Decree introduced in 2023 requires sellers to provide a standard document with each diamond purchase listing key characteristics and clearly stating whether the diamond is natural or synthetic.

The minister is also examining whether the term “diamond” could be reserved exclusively for natural diamonds, with synthetic stones marketed only under the label “synthetic”.

AWDC has further called for the current information requirement to be extended to online jewellery sales and advertising.

During the event, visitors were also offered the option to obtain an official jewellery certificate from Antwerp-based diamond laboratory HRD Antwerp at a discounted rate of €25.