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HRD Antwerp, Europe’s leading authority in diamond certification, is going to use blockchain technology to allow users to track their diamonds.
In a press release dated November 5, HRD Antwerp announced that it would certify diamonds sold by Shape of Antwerp, a new diamond jewellery brand resulting from a partnership between the Antwerp World Diamond Centre (AWDC) and Alibaba Group, on Alibaba’s platform.
The Shape of Antwerp collection will be sold exclusively on the Chinese Tmall platform: Belgian Diamond Pavilion. Every diamond sold on this platform would be certified to ensure that the 4Cs – cut, colour, clarity and carat weight – match with the description given to the consumer, HRD Antwerp said.
“We want consumers to enjoy their stunning new diamonds instead of worrying about the quality” says Michel Janssens, CEO of HRD Antwerp. “By certifying every stone, HRD Antwerp guarantees the stone’s natural origins as well as the quality of its 4Cs, so consumers receive exactly what they are expecting.”
A tamper-proof QR code will be engraved onto the girdle of each diamond before it is set in a Shape of Antwerp design. By scanning this QR code, which will also be included on the diamond’s grading report, consumers will be able to track their diamond’s journey from Antwerp to China using the platform’s blockchain technology.
“Blockchain technology gives the transaction an extra layer of security and provides consumers with additional peace of mind,” HRD Antwerp said.
