A delegation from ALROSA led by its President Andrey Zharkov recently visited the US, attending the JCK Show and conducting a series of meetings with the major consumers of the Company’s diamonds and top managers of industry associations to discuss steps to increase diamond sales and implementation of joint marketing programmes.

The delegation was part of discussion on the new global marketing platform “Real is Rare. Real is a Diamond”, presented by the Diamond Producers Association (DPA) at the JCK Show. A new campaign to spur demand for polished diamonds and reach out to a younger generation of buyers is to be launched at the end of the year, based on this new platform.

The ALROSA President also had a meeting with Bruce Cleaver, De Beers new CEO. They exchanged views on the current situation in the global diamond market.

Meetings were also held with participants at the JCK Show, where the Company presented its plans to optimise its sales systems, open its branch in Vladivostok and grow the Asia Pacific polished diamond market.

ALROSA President also met Mark Light, Signet Jewelers (USA), and Kent Wong, Chow Tai Fook (China, Hong Kong), heads of two of the largest sellers of diamond jewellery. They agreed to explore the possibility of joint marketing events aimed at the promotion of diamond goods consumption. Participation in the tracking programme that allows identifying every sold polished diamond all the way from its recovery to the sale to end consumers was discussed with Chinese partners.

There was also an exchange of views on the bilateral cooperation with senior representatives of The Gem & Jewellery Export Promotion Council of India.

Current cooperation matters were discussed at the meeting with the representatives from the Gemological Institute of America (GIA).

Andrey Zharkov said, “We managed to strengthen the ties with our traditional clients and partners, start a dialogue with new consumers of the Company’s diamonds, and initiate a number of joint programs allowing ALROSA to cement its place as a global leader.”