A group of Antwerp-based diamantaires and jewellery traders have started a new European, consumer-oriented organisation named as the European Quality Circle (EQC) in Anwterp. The EQC is a commercial organisation aiming to support jewellers and jewellery retailers with educational and professional services to enhance consumer confidence in jewellery suppliers.

The founders were of the mindset that while their jewellery retail clients understood the importance of consumer confidence in the growth of the jewellery business, these retailers had few or no practical tools to help them advance consumer confidence, in jewellery products and in retailers themselves. Eyal Atzmon one of the founders of EQC, and an Antwerp-based diamond dealer who currently serves as the organisation's CEO, said, "While we are hearing a lot of talk in the industry about the needs for professionalism, transparency, integrity and consumer confidence, no services - professional or educational - are available to retailers that will help them achieve these goals. EQC aims to change that. We sell a beautiful and desirable product - diamond jewellery. By offering professional training modules, as well as educational programmes and courses, we hope to equip those who join EQC with a good understanding of the essentials of these products".

"My colleagues and I want to assist those who work in the back and front-offices of jewellery retail operations to improve their performance. For that purpose we have engaged an impressive list of top level industry analysts and coaches who will communicate their professional views, experience and expertise of how the market works. In addition, they will share with the ECQ retail members how to further enhance their reputations and maximise their purchasing power, i.e. by joining EQC-initiated buying groups, and by exchanging market intelligence gathered by ECQ."

The EQC membership is open to jewellery manufacturers and retailers. Potential members can subscribe to EQC's principles and an annual membership fee is be mandatory. The EQC's objectives will be distributed and marketed to the end-consumer through information materials distributed at the participating stores and published online. A first ECQ pilot programme will be launched in France in 2010.