In a striking marketing move, the Antwerp World Diamond Centre (AWDC) installed a gumball machine in Antwerp’s Stadsfeestzaal, filled with lab-grown diamonds, each available for just €5. The campaign, titled “We Protect a Legacy,” aims to spark public conversation about the long-term value of natural diamonds versus lab-grown alternatives.
Lab-grown diamonds have seen a dramatic price collapse – over 95% in the last seven years. Today, a 0.30-carat lab diamond goes for as little as $25, with forecasts suggesting a drop to $5 in a year. By placing these synthetic gemstones in a gumball machine, AWDC delivers a clear message: lab-grown diamonds may glitter, but their value can vanish quickly.
The stunt is not about shaming synthetic diamonds, but about raising consumer awareness. Natural diamonds offer authenticity and long-term value, while lab-grown options are increasingly commoditized.
As the diamond industry evolves, transparency matters more than ever. AWDC’s gumball machine isn’t just a spectacle – it’s a conversation starter about choice, value, and the future of jewelry.
Image Courtesy: AWDC
Diamonds in a Gumball Machine? AWDC’s Bold Statement on Lab-Grown vs. Natural Diamonds
