Tmall Brings World's Diamond Capital to China

The Antwerp World Diamond Center, a public-private corporation that represents Belgium's diamond industry, has launched a storefront on Tmall to facilitate the sale of AWDC-certified jewelry to Chinese consumers The first brand selling on the Belgian Diamond Pavilion is Shape of Antwerp, which is a partnership between AWDC and Tmall's owner, Alibaba Group Eighty-four percent of all of the world's rough diamonds pass through Antwerp for cutting and polishing before they are sold to retailers for resale to consumers, while 50% of all cut diamonds are traded there, making the city the diamond capital of the world.