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“Misleading information. Extraordinarily poor customer service from the times long gone”
Review of Diamondland

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Private Tour: Antwerp Trip from Brussels
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Antwerp Half-Day Trip from Brussels
Ranked #21 of 101 Shopping in Antwerp
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Recommended length of visit: 1-2 hours
Reviewed January 10, 2011

When visiting Antwerp one would visit their Diamond District as one would visit Atomium in Brussels and Red Light District in Amsterdam even if not necessarily participating in activities.
So, I, as well, put Diamond District on my ‘to visit’ list. Diamondland came up on Google with its flashy and welcoming website and I thought it would be interesting to pay them a visit.
When shopping for jewellery, particularly diamonds (as they are our best friends) one would expect a little more than just pick it up from the shelf and go to the check up to pay for it. One would expect to be treated, a warm friendly welcome, a conversation, some information given to you, products shown, choices offered, one would expect to talk to somebody they can trust. One would expect it to be a happy event. Any way…

You walk into a large reception downstairs the size of a shop. A large shop floor upstairs with some information and tools displays, but nobody rushes to you with an offer to provide you with a guide, nobody welcomes or greets you, and nobody talks to you. Several shop assistants are chatting in a corner behind the far counter. It’s just me in a shop and them. I look at the displays, a lot of room, but the choice is quite limited, items displayed look all the same and quite boring, not everything you can see on price tags. By the time I got to the last counter I noticed something similar to what I might be interested in, but the cut is not what I like and I can’t see the stone characteristics on the tag clearly. I still have not been offered any help. After a while, eventually, reluctantly one shop assistant moves towards me with the facial expression and the whole body language screaming how much she detests this activity. When I explained what I was interested in the woman abruptly tells me that they don’t have anything like that as they do mostly one cut for certain stones (and that is the most expensive – she does not tell me this) and ‘there is no point’ of doing it otherwise, in her opinion unless it is a round cut it’s not worth selling it. When I ask if they have any lose stones matching what I am interested in, she says no, what is on a display, that’s all you can buy. She does not offer to show anything to me, does not explain anything, she simply can not be bothered, but the whole attitude clearly demonstrates that the only option which I have is to buy what they have on display even if it’s not what I am interested in.

I thought to myself: even if it was the last ever chance to buy a diamond I definitely would not want to buy it from this woman, so rude she was, by that point I could not even trust her. I just imagined if instead of me she was serving a young happy couple looking for an engagement ring, this woman with attitude like that would have ruined their whole experience.

When I told their receptionist how bad their customer service was she simply shrugged her shoulders and turned away.

There are quite a few shops in the diamond district and bigger does not mean better or more reliable (most importantly). On a corner with a main street there is a nice small shop Orsini, I had a totally opposite experience there. They had a much better choice and they simply just could not do enough for me. If I want to treat myself with a diamond in Antwerp it will be them.

3  Thank Scarlett_XXX
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC.
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Reviewed February 3, 2009

I visited Diamondland last November to buy a diamond ring for my wife. I shopped for it all over town but given the sheer quantity of beautiful jewellery I came away somewhat confused. Then, I visited Diamondland, a huge shop not far from the Central Station, where I met Claude, whose professionalism put me at ease at once. He just knew what I was looking for. He helped me chose 12 diamonds and a white-gold mounting which was set and sized while I was watching. It came out just beautiful. My wife was so enchanted!

8  Thank MikhaelTelAviv
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC.
Reviewed January 23, 2007

Two years on and i still adore my engagement ring and am ever so happily married.

We knew exactly what we were looking for; a 2 carat solitare diamond ring on a high crown 6 prong setting.

We shopped around for months in this country before being recommended to Diamondland for excellent value for money and excellent quality.....well, we were not disappointed.

We picked our stone(grade E colour, V V S 1 clarity, 2 carat size)
We then had numerous settings/mounts to choose from. We decided on a high crown mount with 6 prongs to secure and show off the stone - in gold ,which is more traditional that platinum and looks far nicer in my opinion on the skin- platinum looks dull unless you have very dark/black skin.

We were then escorted to watch the craftsman polish and set the stone into the mount. This was a very personal and exciting experience for us bothand will treasure this memory forever.....

and best still, we paid less than half the price of the U.K.
For good clarity/colour and size most rings in this country were around 18k and more so we've done really well especially when we have just had it re-valued for insurance purposes and the figure well exceeded our expectations.

I hope you have a great experience at Diamondland that will stay in your hearts forever.

Angela and Simon Reese.xx

This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC.
Reviewed October 31, 2006

Having heard some horror stories after our trip to Antwerp to purchase a diamond engagement ring, we are delighted we managed to do so well, not knowing an awful lot about what was involved and the pitfalls in diamond shopping. We spent 3 days in Antwerp on a mission for a reasonable, modest diamond engagement ring. Trawled through lots of shops, nearly got had once or twice, we ended up in Diamondland, the largest and most eagerly marketed source of loose diamonds - and with a small selection of diamond jewellery.

Upon arrival into Diamondland we were met by our contact who seemed such a genuine and good man, an artist in love with the craft involved in diamonds - and we felt foolish not knowing what we were after - just wanting to see rings instead of the actual stones etc. We didn't quite trust ourselves in this heavily marketed (especially online) place with this seemingly genuine guy - so we left without really experiencing the place....without really knowing whether it was "good" or "bad"... with a bit of a case of fear....

.... and went to what seemed to be a fancy diamond shop nearby - with nice windows - where I spotted something that I really liked - unusual setting, not too bling....tried it on.... price was above budget but just manageable..... but the shop couldn't actually give us a diamond cert. This set alarm bells ringing! They could provide a cert, but it would be a "shop" cert that would follow on after us. Not that we knew the difference, but when parting with a substantial sum of money, we wanted to ensure that we were getting the real thing. Staff at the shop were nice, told us to go away and think about it etc so none of the hard sell.

As for the some of the stores - beware! I wanted to see everything before making my choice and the partner willingly allowed himself to be dragged from shop to shop. One of the "goldshops" as we discovered they are called later, nearly had us. A ring, same setting as the one I really liked for half the price. Seemed just as sparkly to me but something held us back. Could have been the fact that they kept reducing the price as they were eager to close up shop for the evening and would give us the "best deal of the day". That and the fact that every two minutes they were running the ring under a steam cleaner to keep it sparkling! It was tough to walk away, they made us feel so bound to them…..We could easily have bought that one, but we are now so glad that we didn't. Even though it was half the price of the one we bought, that’s still money - like something you buy half price in a sale - you are either very lucky or its something that's been left on the shelf as its not well made enough for it to have been snapped up already!

So, near the end of day 2, armed with new knowledge (i.e. shape of stone wanted, cut wanted, colour wanted, clarity wanted, range of girdle height, pavilion depth and other proportions previously unknown to us but all discovered during some intensive research in an internet cafe) we arrived back into Diamondland and had one of the best experiences of our life together. Our contact there (who was indeed a genuine and good man as we discovered) was happy to see us and happy that we had found out a bit about the craft, and that we knew what we wanted. He allowed us to examine a range of diamonds, discuss price, give our opinions, criticisms and he shared a wealth of knowledge with us. We eventually found the stone we wanted and it was over our budget. He didn't back down on the price, even at the risk of losing the sale - because the product was good. I was unable to find a setting I liked as they tend to provide very traditional settings, but across the road a good contemporary jeweller was found and he, although visibly disappointed that we didn't buy his diamond (again, cheaper but put us under pressure with a hard sell), provided us with the white gold ring only for a reasonable price.

Back to Diamondland to have the ring sized down and the stone set. A magnificent service which you can watch if time permits. The following morning, picked the ring up, together with its original HRD Certificate and 7 months on, am still delighted and thrilled that we managed to make the right decision for the right reasons.

It’s not easy heading off to Antwerp to buy a diamond. It’s certainly tough work if you are after a good deal, but just keep your head, don’t ever rush the decision. I would strongly recommend Diamondland and the reason for writing this review is that when I was trying to find out about Diamondland, whether or not it was reputable, the information was impossible to come by. I wondered in the beginning if it was a genuinely good place as it so obviously pumped so much money into marketing, their website, sheer size of the establishment etc. Having experienced the diamond side of Antwerp and listened to stories from others afterwards, we are glad we went and glad that we bought at Diamondland. We discovered would have spent approx 2,000 euros more buying it at home in Dublin – paying retailers rent on Grafton Street – and we would not have got the same quality stone – which I’m pleased to report might not be as big as some diamonds but it has a hell of a lot more sparkle! The other nice thing that Diamondland do is they will pay for a night’s accommodation for you in a range of hotels, if you’ve already paid for your hotel stay they will refund you one of the nights – cash – which we thought was a really nice gesture.

The only other advice I can provide is do your research – know what kind of stone you want, forget about the band, they can be picked up anywhere, that will make your experience so much easier. It took us two days to do that, two days that we could have spent exploring Antwerp (which seems a really fun place) rather than just the diamond shops. Don’t settle for anything less than a proper diamond certificate (HRD), and don’t buy it for “investment” as the partner convinced me – as I’m never parting with mine and you won’t be able to either!

I plan to go back to Diamondland some day when we’ve recovered from the financial shock of getting engaged/married to pick up some beautiful earrings – I certainly won’t be wasting my time going into any of the other shops. Best of luck with the diamond shopping, trust your gut instincts and you won’t go far wrong.

38  Thank Littlesparkler
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC.
Reviewed October 26, 2017
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Thank Maria P
This review is the subjective opinion of a TripAdvisor member and not of TripAdvisor LLC.

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