AWDC pavilion set to be one of the largest at March 5-9 Hong Kong International Show

In a further indication of the growing importance of the Chinese market, 55 Antwerp diamond companies will be exhibiting at the March 5-9 Hong Kong International Show.

A growth in diamond sales to Hong Kong, most of which find their way to the Chinese mainland, was evident in Belgium's export figures for 2009. As a result, 55 Belgian diamond firms will be exhibiting at the Antwerp pavilion, organized by the Antwerp World Diamond Centre (AWDC), making it one of the largest national pavilions at the show.

"We view the growing Chinese market with utmost importance, said AWDC CEO Freddy J. Hanard, pointing to recent research showing that that the Chinese jewellery market will be worth around $38 billion annually by the end of this decade, thus making it the largest in the world. "The AWDC is making very large efforts regarding the Chinese market because of the clear upward trend in demand for diamonds," he said, adding that the AWDC will again be organising an Antwerp pavilion at the Shanghai Jewellery Show in May.

Mainland China and Hong Kong account for a quarter of Antwerp's polished diamond exports. Belgian polished diamond exports to China last year came to $250.8 million, while another $1.85 billion was exported to Hong Kong, with most of the gems ultimately being sold in China.

The Hong Kong International Show, which takes place at the Hong Kong Convention and Exhibition Centre, has added significance for Antwerp companies due to a ground-breaking interactive website the AWDC has created which gives visitors and buyers fast and easy communication with Antwerp firms as well as instructions about the exact location of the businesses.

"Belgian diamantaires were among the first to recognize the huge potential that China offers, and the AWDC has for the past several years been organizing events and meetings to expand trade between the two countries," Hanard said. "China last year overtook Japan to become the second-largest diamond market in the world, and we are aiming to spread awareness that the Antwerp brand stands for high quality, top service and ethically pure diamonds," he added.

Caroline Germain

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