“Diamonds, A Symbol of Value,” is the theme of the fifth Antwerp Diamond Conference, being held Nov. 17 and 18 at Queen Elizabeth Hall in Antwerp.

In the diamond business, added ‘value’ is found in the gap between a stone’s basic worth and its perceived worth, the Antwerp World Diamond Centre said in a statement. Understanding how and why that gap grows and contracts, and in what way it is dispersed among the various players in the distribution chain will be discussed at the conference

“There is the diamond’s basic value, determined largely by the cost of mining the gem and then producing the polished product. There is the perceived value, reliant on the regard in which the consumer holds the diamond. And then there are the underlying sets of values, all which have to be defended if the perceived value is to achieve its maximum potential”, said Freddy J. Hanard, chief executive officer of AWDC.

Value takes on a whole new dimension when it comes to marketing luxury products, essentially because demand for luxury products is driven by powerful emotional factors, which make them difficult to compare with other products.

Speakers at the conference, include:

* David Brimson, general manager European strategy and brand experience for luxury car brand Lexus.

* Richard Hytner, deputy chairman of Saatchi & Saatchi Worldwide advertising agency.

* Philippe Pascal, chief executive officer of LVMH Watch & Jewellery,

* Bernard Fornas, president and CEO of Cartier.

* Gareth Penny, managing director of De Beers Group of Companies

* Sergey Vybornov, president of Alrosa Co. Ltd, who will expose their view on behalf of the diamond industry.

For more information or to register, visit www.antwerpdiamondconference.be.

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