AuctionPublicity.com - Antwerp, November 21, 2007 - HRD Antwerp NV, the commercial subsidiary of the Antwerp World Diamond Centre, will team up with a local Chinese partner, Shanghai Gem King Technology Co. Ltd. which operates the popular 21GEM.com website, by holding a “HRD Antwerp Certified Diamond Auction”. The auction will be held on December 2nd, just days after the conclusion of the Shanghai Diamond Conference.

HRD Antwerp General Manager Georges Brys said that the cooperation with one of China’s most popular diamond jewellery website operators was motivated by giving the HRD Antwerp diamond certificate more exposure among Chinese consumers.

“In Antwerp, we look upon the Chinese consumer market as the principal growth market of this century,” he said. “To achieve better recognition of our diamonds grading report, the 21gem website has agreed that on the auction day itself only HRD Antwerp certified diamonds will be on sale. We believe that through this promotion and sales vehicle, the reputation and credibility of HRD Antwerp certification will receive a significant boost.”

“While we look forward to promote the HRD Antwerp brand and culture, to increase the reputation of HRD Antwerp certificates, and to help the companies to sell HRD Antwerp certified diamonds, we also intend to boost the general need for diamond certification, in the interest of consumer confidence in diamond jewellery products at large. This is a goal that is shared by our hosts,” Brys stated.

Brys noted that Chinese consumers have taken very positively to buying diamonds and diamonds jewellery. This, of course, has required sellers to look carefully at the diamond certification, and I am glad to report that our certificates are well received. Of course, Chinese authorities and laboratories have contributed significantly to creating awareness to the need for diamond grading reports.”

The diamonds to be auctioned will be exhibited at the Shanghai International Jewellery Show from 29th of November until 2nd of December, the day of the auction.

HRD Antwerp NV is the recently created commercial subsidiary of the Antwerp World Diamond Centre (AWDC), the private foundation formerly known as the Hoge Raad voor Diamant (HRD). HRD Antwerp operates six services : HRD Diamond Lab, which issues one of the world’s most respected diamond certificates; HRD Precious Stones Lab; HRD Education; HRD Graduates Club; HRD Equipment and HRD Research. The HRD Diamond Lab is the first ISO-certified lab.

Posted: 11|21|07 at 11:42 am. Filed under: Press Release.