The Antwerp World Diamond Center and Alibaba Group have signed an exclusive partnership to offer certified Antwerp diamonds to Chinese consumers on Tmall, Alibaba’s B2C marketplace.

The cooperation agreement was signed on the occasion of the first China International Import Expo (CIEE) held during the week of November 5 in Shanghai, said the AWDC.

The Antwerp diamonds will be offered under the name “Shape of Antwerp” in the eponymous flagship store on Tmall. The platform is secure on many levels, giving customers peace of mind. Each diamond comes with a certificate from HRD Antwerp, specifying the 4C of the stone (size, purity, carats and color). In addition, the HRD will laser engrave a QR code on the girdle of each diamond to register its certificate. By scanning this code, a Chinese customer will be able, thanks to the Blockchain technology, to trace the course of the diamond bought, up to Antwerp.

When a customer has chosen a diamond, he can make it set in a jewel. Shape of Antwerp diamonds and diamond jewelry will be sold exclusively on Alibaba’s Tmall platform: Shape of Antwerp Online Flagship Store. The collection will also be exhibited at the CIEE.

The growing demand for luxury goods in China offers exceptional opportunities for international brands and companies,” said Jessica Liu, president of Tmall Fashion and Luxury for Alibaba Group. “The diamond market also benefits from this trend as sales increase. China is now the second largest market for polished stones.

Ari Epstein, CEO of AWDC, explained: “With the Shape of Antwerp collection, the Chinese consumer can enjoy exceptional Antwerp diamonds set on delicate Belgian jewelry designs. We are looking forward to hearing the reaction of the Chinese public.