Pictured with his childhood school paper on fossils, John Paul Chieveley-Williams’ lifelong passion for natural treasures is evident in every step of his career. His entry into the gemstone world began at just seven years old, polishing semi-precious stones. By 18, he was working for De Beers in London, carefully sorting stones under a loupe. His dedication to mastering every facet of the industry led him to manufacturing courses, where he honed his skills as a cleaver and then diamond polisher. In Belgium, he worked for Diamdel as a diamond buyer before eventually founding Belodiam in Belorizonte in Brazil in 1999. His vision materialized fully in 2006 with the opening of Diamwill in Antwerp, a diamond cutting and polishing company, with a particular focus on fancy-colored diamonds.
Unlike many manufacturers, Diamwill operates entirely in-house. “Every single polished stone that passes through our doors has been on our wheels,” John Paul Chieveley-Williams explains. As a small and authentic company, Diamwill reflects the strength of Antwerp’s diamond polishing factories. In addition, Diamwill has created unique cuts, including a modified cushion, designed to enhance brilliance by breaking specific facets.
“Antwerp has the strictest controls, making it the most reliable source for non-conflict polished diamonds”
Beyond aesthetics, the company upholds stringent ethical sourcing standards. John Paul Chieveley-Williams personally sources the rough diamonds, ensuring complete control. “We don’t buy rough diamonds through tenders because it’s not always possible to trace their origins.” As compliance and sustainability take center stage in the diamond industry, John Paul Chieveley-Williams is vocal about the importance of genuine responsibility over performative greenwashing. “Sustainability is more than just a buzzword. The alluvial miners where we source our rough diamonds insure their processes do not harm the environment, checking water quality, avoiding oil contamination, and maintaining high standards.” The Responsible Jewellery Council (RJC) has made significant efforts, and Diamwill has been a long-time admirer and is currently in the process of certification. However, John Paul Chieveley-Williams has a suggestion regarding the high standards in Antwerp. “Antwerp is the cleanest source of diamonds, yet our position in the market faces challenges. An associated membership for Antwerp-cut diamonds could help highlight our rigorous standards and reinforce our commitment to authenticity.”
John Paul Chieveley-Williams is critical of global trade disparities that create an uneven playing field. “Some other diamond hubs continue to buy Russian rough diamonds, which later enter the market as polished goods through other countries. Antwerp’s strict regulations mean we don’t face these issues, but we’re the ones suffering from these policies.” He calls for better governmental action in Belgium to support Antwerp’s diamond industry and to ensure consumer markets prioritize ethically sourced goods.
“We don’t compete on price; we compete on craftsmanship, ethics and prestige.”
John Paul Chieveley-Williams is also a key figure in the DiAntwerp (www.diantwerp.com) platform. “DiAntwerp aligns with my broader mission to level the playing field and uphold Antwerp’s reputation as a leader in ethical diamond trade.” DiAntwerp is the only B2B online marketplace for polished diamonds from Antwerp diamond manufacturers. “Manufacturers need better access to brands, and this initiative could facilitate these connections. Antwerp has the strictest controls, making it the most reliable source for non-conflict polished diamonds.”
Looking ahead, John Paul Chieveley-Williams believes Antwerp must focus on innovation and specialization. “Antwerp is the global leader in diamond-cutting technology, but we need to protect our advancements from being copied. Our technologies should be safeguarded, and the government should incentivize innovation.”
As the industry faces shifts in consumer demand, Chieveley-Williams remains optimistic. “The demand for natural, high-quality diamonds will rebound. Lower-clarity stones may be replaced by synthetics, but fine-quality diamonds will retain their value.” He sees opportunities in markets that appreciate excellence, such as Japan and Germany. “Antwerp must position itself as an elite, highly specialized center. We don’t compete on price; we compete on craftsmanship, ethics, and prestige.”
