HRD Antwerp NV, the commercial subsidiary of the Antwerp World Diamond Centre, has slated to host a “HRD Antwerp Certified Diamond Auction” on December 2nd with a keen focus to tap the potential growing demand of diamonds in the Chinese market. For this, it has tied-up with Shanghai Gem King Technology Co. Ltd., which operates the 21GEM.com website. The website is committed to sell only HRD Antwerp certified diamonds during the auction.

"In Antwerp, we look upon the Chinese consumer market as the principal growth market of this century," HRD Antwerp General Manager Georges Brys mentioned. "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."

According to Brys, the cooperation with a popular Chinese diamond jewellery website, was motivated by giving the HRD Antwerp diamond certificate more exposure among Chinese consumers. He also said that HRD would boost the awareness for diamond certification, to build a more confident consumer base in diamond jewellery. 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.