CIJ interview with Nele Bouchier, Antwerp World Diamond Centre

August 2014



Interview conducted by Cynthia Unninayar

Antwerp is a leading diamond trading centre, with more than four-fifths of all rough diamonds and half of all polished diamonds passing through the historic Belgian city. To learn more about Antwerp’s role in the diamond industry in general and the role the Antwerp World Diamond Centre (AWDC) in particular, CIJ TRENDS & COLOURS talked with Nele Bouchier, AWDC’s Director of PR and Communications.

The historic Belgian city of Antwerp has a diamond heritage going back more than 550 years.
The historic Belgian city of Antwerp has a diamond heritage going back more than 550 years.

CIJTC: What is the primary role and mission of the AWDC?

Nele Bouchier: The AWDC is the coordinating body and the official representative of the Antwerp diamond sector. As such, it is recognized globally as the host, spokesperson, and intermediary for the Belgian diamond community. The AWDC interacts on behalf of the Belgian diamond sector with governments, and actively promotes support for the diamond sector at home and abroad. The AWDC’s mission is twofold: strengthening Antwerp’s position as the world’s primary diamond trading centre and strengthening the image of diamonds to the general public. We do this through the Diamond Office, where we streamline the vast import and export flow of diamonds in and out of Antwerp and through a wide variety of dedicated marketing campaigns, services, conferences, trade fairs, economic missions and more.

Nele Bouchier, head of the AWDC's PR and Communications Department, delivers a presentation in Miami during the “Antwerp Diamond Night,” held May 27, 2014.
Nele Bouchier, head of the AWDC’s PR and Communications Department, delivers a presentation in Miami during the “Antwerp Diamond Night,” held May 27, 2014.

CIJTC: Could you give an idea of the importance of Antwerp in the international diamond panorama?

NB: On a global scale, some 84 percent of all rough diamonds and 50 percent of all polished diamonds pass through Antwerp. By the end of 2013, Antwerp had traded a total value of no less than $55 billion (€40 billion) worth of diamonds. These results are very close to the record year the sector enjoyed in 2011, where $56.6 billion worth of diamonds were traded. This makes 2013 the second best year ever for the Antwerp diamond industry. In 2012, the value of traded diamonds in Antwerp equalled $51.9 billion. I might add that diamonds represent 5 percent of total Belgian exports and 15 percent of all Belgian exports outside the European Union, making diamonds the most important export product outside the EU. The diamond sector in Antwerp directly employs 6,600 persons and facilitates 26,000 indirect jobs.

CIJTC: As one of the world’s main diamond trading hubs, how does Antwerp compare to Tel Aviv, Hong Kong, New York, Dubai, and Mumbai?

NB: Antwerp has an illustrious diamond heritage going back more than 550 years. The city has developed a financial, technical, and intellectual infrastructure that is unrivalled in the industry. Its unparalleled critical mass sets the city truly apart from other diamond trading centres. Antwerp is home to over 1850 diamond firms officially registered with the Federal Public Service Economy, including rough diamond producers and dealers, manufacturers, polished diamond wholesalers, and some 2000 diamond and jewellery related businesses. The city also headquarters the industry’s leading financial institutions, insurance companies, security firms, shipping and logistics providers, gem labs, and more. And, thanks to the customs services of the Diamond Office, a department of the AWDC, the vast flow of diamonds into and out of Antwerp is greatly streamlined. Through a sophisticated system of procedures and controls, Antwerp is continuously focused on maintaining internationally recognized high levels of compliance and transparency relating to Anti-Money Laundering, the Kimberley Process, and Corporate Social Responsibility. On top of the procedures that are customary in the diamond business, Antwerp is also subject to an additional compliance layer relating to EU legislation and regulations. The city is an ethical benchmark and role model for the entire diamond and jewellery industry.

CIJTC: How is the AWDC involved in educating the end consumer about diamonds?

NB: The AWDC is involved in numerous initiatives concerning educating end consumers about diamonds. One of our most recent campaigns relates to ethics and sustainability, which are two of Antwerp’s unique selling points. In collaboration with the City of Antwerp, the AWDC launched Antwerp’s Most Brilliant (AMB) in 2013, a quality label given to jewellers who meet high standards in terms of ethics, sustainability, and transparency. To be considered for this label, diamond jewellers must meet more than 30 strict requirements. Currently, nine jewellers enjoy the AMB designation.

Rudi Veestraeten, Belgian Consul General in Los Angeles, talks to attendees of the “Antwerp Diamond Night” in Los Angeles, held May 28, 2014.
Rudi Veestraeten, Belgian Consul General in Los Angeles, talks to attendees of the “Antwerp Diamond Night” in Los Angeles, held May 28, 2014.

CIJTC: Recently, the AWDC organized two “Antwerp Diamond nights,” one in Miami and the other in Los Angeles? Can you tell us a bit more about them?

NB: The goal of the two Antwerp Diamond Nights was to bring together top-notch companies from the leading rough and polished diamond-trading hubs and the world’s largest consumer market. These events offered companies in the USA the chance to see the exceptional goods from Antwerp and to assist our diamond dealers in making new business connections. The USA and Antwerp already enjoy strong trade relations and these events reaffirmed this relationship.

Retailers interact with Belgium diamond representatives in Los Angeles during the “Antwerp Diamond Night,” held May 27, 2014.
Retailers interact with Belgium diamond representatives in Los Angeles during the “Antwerp Diamond Night,” held May 27, 2014.

CIJTC: The number of Belgium companies exhibiting in the AWDC Pavilion at various international jewellery exhibitions seems to be growing. What is your strategy to reach out efficiently to those main markets?

NB: We maintain excellent relations with trade show organizers across the globe and ensure that as many of our diamantaires as possible can benefit from exhibitions at these shows, which is why the number is growing. The quality of Antwerp’s goods speaks for itself and they are well received worldwide. As to our strategy, it is focussed on having as large a geographical reach as possible to promote Antwerp’s diamantaires.

CIJTC: As the head of Communications and PR, what will be your activities for the next few years?

NB: The mission of the Communications and PR department is to provide timely and transparent information concerning various topics associated with the diamond trade to the relevant stakeholders. We are also strongly involved in creating new business opportunities for our diamantaires. The department will continue to demonstrate to the world that transparency and good business practices lead to growth. And, of course, we will continue to promote Antwerp as a benchmark for the rest of the world in terms of transparency and encourage the adoption of such norms in other diamond centres.

www.awdc.be