Following tradition, during the last three days of January, Antwerp's diamond quarter becomes an international exhibition venue that hosts the annual BrilliAnt - the Antwerp Diamond Trade Fair. By noon time of Sunday, January 29th, hundreds of retail jewelers, jewellery manufacturers, and other diamond buying visitors were making their way into the halls of the Antwerp Diamond Bourse and Diamond Club of Antwerp to participate in the eighth edition of the fair.

Among the buyers attending the fair are delegations from Japan, China, and the Middle East. The two trading halls welcomed buyers with a fresh, new 'look' that includes newly designed exhibition booths. No less than 95 exhibitors offer diamonds in all possible sizes, qualities and shapes, as well as coloured gemstones and a wide array of industry services.

One of the highlights of the fair's special exhibits is Aaron Shum's "Eden of Coronet," a Gibson Guitar adorned with over 400 carats of Coronet® diamonds, set in approximately 1.6 kg of 18K white gold. The masterpiece was awarded a Guinness World Records™ title for the Most Valuable Guitar in 2015 and has been valued at US$2 million.

The BrilliAnt seminar programme began with a well-attended presentation by the World Diamond Mark entitled 'Driving traffic to retailers - the World Diamond® Mark Model.' The WDM offered a preview of the WDM's new consumer oriented website and programmes and demonstrated how it uses digital marketing channels as the most effective and affordable marketing tools to reach consumers and drive traffic to retail jewellers.

BrilliAnt - the Antwerp Diamond Trade Fair is a joint initiative of the Bourse, Club and the Antwerp Diamond Kring, and is powered by the Antwerp World Diamond Centre (AWDC).