Diamonds are a Mall’s Best Friend

It was diamond-awareness week at Shopping Stadsfeestzaal last week.

“7 Days, 7 Diamonds” saw the Belgian shopping center team up with the Antwerp World Diamond Centre to offer shoppers the chance to put a little something special under the tree this year. Each day for a week, the shopping center gave away a .30 carat diamond to one lucky shopper. To enter, shoppers had to guess the correct weight of a Christmas bauble filled with precious gemstones.

For each entry, 10 cents were donated to feeding the needy at soup kitchens. With diamonds suffering a pretty bad rap in recent years, a little positive press probably doesn’t hurt.

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