In the upcoming eighth edition of BrilliAnt, the three-day Antwerp Diamond Trade Fair (ADTF), more than 95 exhibitors are expecting to receive hundreds of retail jewelers, leading designers, trend-setters and diamond buyers. The fair, which takes place from Sunday, 29 to Tuesday 31 January will be hosted in the historic trading halls of the Antwerp Diamond Bourses. It is a joint initiative of the Bourse, Club and the Antwerp Diamond Kring, and is powered by the Antwerp World Diamond Centre (AWDC).
Holiday season sales in the US, Asia and Europe were significantly better than the previous year. According to Michel Schonfeld, committee member of the fair, “industry market analysts and marketing agencies all agree that the outlook for 2017 is positive, with diamond jewelry sales expected to grow.” Along with the exhibition, various seminars will take place with presentations by the Diamond Producers Association (DPA) on their “Real is Rare” campaign, HRD Antwerp and the World Diamond Mark (WDM). These will focus on different aspects of diamond and diamond jewelry marketing sales.
Aaron Shum’s “Eden of Coronet”, a Gibson Guitar adorned with more than 11,000 Coronet® diamonds weighing over 400 carats, set in approximately 1.6 kg of 18K white gold, will be the highlight of the event. The masterpiece was awarded a Guinness World record title the Most Valuable Guitar in 2015 and has been valued at US$2 million. It took 62 artisans, three product development specialists, and two project managers to craft the CORONET® Diamond Gibson Guitar. The production as well as the high-quality diamonds were sponsored by Chow Tai Fook, the world’s largest retail jeweler.
The ADTF has seen steady growth since its initial edition in 2010, which featured a modest 38 exhibitors. This year that number has increased to nearly 100 as this is the first year international exhibitors have been welcomed. The number of registered firms visiting the fair has more than tripled, from 120 in 2010 to 400 in 2016, and that number is expected to grow. An ADTF spokesperson told us they expect representatives from 46 different countries to attend this year. Testimony from visiting buyers last year praised the excellent pricing of goods, the quality of service and the incomparable range of diamonds on show. While comparatively smaller in scale than the huge traditional shows, the ADTF clearly utilizes the advantages that holding a fair in the heart of the Antwerp diamond district offers: its critical mass of companies and services in one condensed location is unprecedented in the diamond industry.