The Antwerp Diamond Bourse announced that it has entered into a partnership with Belgium’s Royal Ballet Flanders, the Financial Times reported.
The deal will include direct sponsorship, a joint logo, diamond jewelry, and a coffee table book of photography. According to the Financial Times, there are also plans to stage a ballet that would require the audience to wear 3D glasses.
The move is seen as Antwerp’s intention to stay on top of the game as the competition for diamonds grows ever fiercer, with emerging markets in Asia and the Middle East threatening to keep it on the margins.
“In a changing world, the Antwerp Diamond Bourse is looking to go far beyond our previous horizons, to partner with other leading institutions, in Belgium and internationally,” Marcel Pruwer, a diamond bourse director, told the Financial Times.