Alibaba, AWDC to bring Antwerp diamonds directly to chinese consumers

Albert Robinson

The Antwerp World Diamond Centre and the Alibaba Group have signed an exclusive partnership to offer Antwerp certified diamonds to Chinese consumers via Alibaba’s B2C marketplace, Tmall. 

The cooperation agreement was signed in the framework of the first China International Import Expo (CIEE), which is being held the week 5th November in Shanghai, the AWDC said.

The Antwerp diamonds will be available under the name “Shape of Antwerp” on the namesake flagship store on Tmall. The platform is secured at several levels, enabling customers to shop with peace of mind. Each diamond is accompanied by an HRD Antwerp certificate detailing the 4Cs of the stone (cut, clarity, carat and color). Additionally, HRD will laser a QR code onto the girdle of each diamond, which will include its certificate. By scanning this code, blockchain technology will enable the customer in China to follow the journey of the diamond he or she purchased back to Antwerp.

Once consumers have selected a diamond, they can have the stone set into a piece of jewelry. The Shape of Antwerp diamonds and diamond jewelry will be sold exclusively via Alibaba’s Tmall platform: Shape of Antwerp Online Flagship Store. The collection will also be on display during the CIEE.

“The growing demand for luxury goods in China is generating tremendous opportunities for international brands and businesses,” said Jessica Liu, President of Tmall Fashion and Luxury, Alibaba Group. “The diamond market is benefiting from this trend, too, as sales are on the rise and China represents now the world’s second largest market for polished diamonds.”

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Source Idexonline