HRD Antwerp, the Antwerp based grading lab, officially opened a first Centre of Excellence in Shanghai, a concept that combines the strenghts of the grading lab and select retailers across the globe, aimed at increasing consumer confidence and knowledge by offering a true in-store experience. The first Centre of Excellence, located in Shanghai, is set up in collaboration with Chinese retailer Chow Tai Seng (CTS) and was opened in the presence of Antwerp Mayor Bart De Wever and Alderman for Diamonds Ludo Van Campenhout during the City of Antwerp’s economic mission in Shanghai. The specifically themed stores will feature in-store tools that inform customers on the different stages of the diamond grading process through HRD Antwerp’s “Choose Wisely” marketing strategy. Retailers that collaborate in this concept commit to only selling HRD Antwerp graded diamonds and diamond jewelry in the Centre of Excellence.
Chow Tai Seng currently has 2,100 points of sale in 23 provinces in China and is the exclusive distributor in China of the ‘Love 100 Antwerp’ diamond cut.