Alrosa has approved its first long-term Natural Diamond Promotion Programme through 2030, aimed at supporting sustainable consumer demand for natural diamonds across key global jewellery markets.<\/p>\n
The programme combines generic marketing, consumer education, retail support and regulatory advocacy to strengthen the positioning of natural diamonds. It focuses on highlighting the category\u2019s core attributes, including rarity, authenticity, uniqueness, emotional significance and enduring value.<\/p>\n
Alrosa said the initiative will employ an omnichannel marketing approach spanning digital engagement, retail experiences and consumer outreach. Campaigns will be tailored to key markets in the BRICS and Eurasian Economic Union (EEU) regions, with a focus on Millennials and Gen Z consumers and the creation of new diamond gifting occasions, including self-purchases.<\/p>\n
A major component of the programme is consumer education on the differences between natural and synthetic diamonds. Planned measures include support for standardised terminology, transparent disclosure practices and retail-level detection capabilities to help consumers make informed purchasing decisions.<\/p>\n
Pavel Marinychev, CEO and Chairman of the Management Board of Alrosa, said, \u201cA natural diamond is a symbol of authenticity and significant lifetime moments. Our goal is to protect the unique properties of natural diamonds, honestly explain the differences between them and alternatives to consumers, help them make informed choices, and ultimately invest in the future and sustainable development of our entire category: from diamond mining to retail.\u201d<\/p>\n
The initiative also aligns with recent Russian regulations requiring laboratory-grown products to be identified as \u201csynthetic\u201d, while restricting the use of traditional diamond terminology and grading descriptions for synthetic materials.<\/p>\n
Alexey Moiseev, Chairman of Alrosa\u2019s Strategy and Sustainable Development Committee and Deputy Minister of Finance of Russia, said, \u201cThe adoption of this programme by Alrosa is a timely step in supporting the long-term initiatives of the entire industry to promote natural diamonds in global markets.\u201d He added that Russia intends to promote its updated retail disclosure regulations as a best-practice model internationally while strengthening cooperation among diamond-producing nations.<\/p>\n
Alrosa said the programme is intended to support the efforts of miners, manufacturers, retailers and industry organisations, while strengthening consumer confidence and long-term demand for natural diamonds.<\/p>\n","protected":false},"excerpt":{"rendered":"
Alrosa has approved its first long-term Natural Diamond Promotion Programme through 2030, aimed at supporting sustainable consumer demand for natural diamonds across key global jewellery markets. The programme combines generic marketing, consumer education, retail support and regulatory advocacy to strengthen the positioning of natural diamonds. It focuses on highlighting the category\u2019s core attributes, including rarity,…<\/p>\n","protected":false},"author":1,"featured_media":36821,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-36820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n