DiamondBuzz
Alrosa Launches Its First Long-Term Natural Diamond Promotion Programme Extending Through 2030
The Programme Brings Together Generic Marketing, Consumer Awareness Initiatives, Retail Support and Policy Advocacy To Reinforce The Value Proposition Of Natural Diamonds
Alrosa has launched its first long-term Natural Diamond Promotion Programme extending through 2030, marking a strategic effort to strengthen consumer demand for natural diamonds across major global jewellery markets.
The programme and policy advocacy to reinforce the value proposition of natural diamonds. Central to the strategy is the promotion of qualities such as rarity, authenticity, individuality, emotional significance and lasting value.
Designed as an omnichannel initiative, the programme will leverage digital platforms, in-store experiences and targeted consumer engagement campaigns. Alrosa plans to focus particularly on markets within the BRICS and Eurasian Economic Union (EEU) regions, with Millennials and Gen Z consumers identified as key audiences. The strategy also seeks to encourage new purchasing occasions, including self-gifting and milestone celebrations.
A significant pillar of the programme is consumer education aimed at clarifying the distinctions between natural and synthetic diamonds. Planned actions include support for consistent industry terminology, transparent product disclosure and enhanced detection capabilities at the retail level to help consumers make informed purchasing decisions.
Pavel Marinychev, CEO and Chairman of the Management Board of Alrosa, said:

“A 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.”
The initiative complements recently introduced Russian regulations that require laboratory-grown products to be marketed as “synthetic” and restrict the use of traditional diamond terminology and grading standards for such products.
According to Alrosa, the programme is designed to support stakeholders across the diamond pipeline—from mining and manufacturing to retail—while enhancing consumer confidence and fostering sustainable long-term demand for natural diamond.
DiamondBuzz
South African Task Team To Help Struggling Diamond Producers
The South African Government Has Partnered With Mining Industry Leaders To Form A Joint Task Team Aimed At Saving Jobs and Supporting Diamond Producers Facing Severe Market Pressures.
The quick intervention follows major disruptions in the local sector, including Petra Diamonds placing its Finsch mine under business rescue and De Beers announcing a two-year production pause at Venetia, the country’s largest diamond mine.
In a parliamentary reply on October 26, Minister of Mineral and Petroleum Resources Gwede Mantashe confirmed that the team—which includes the Minerals Council South Africa and local diamond producers—will develop strategies to help mines survive current economic headwinds.
The immediate focus is finding practical solutions to protect operations across the entire sector, especially junior and small-scale miners who are being hit the hardest,
Key Industry Challenges
The local diamond sector faces a combination of falling global prices, rising operating costs, and intense competition from lab-grown synthetic diamonds. Official figures highlight the severity of the crisis:
Production Downturn: South African diamond output dropped 19.5% year-to-date through August.
Commodity Slump: According to Statistics South Africa, diamond mining was the weakest-performing mining sub-sector in August, with output falling 23.0% in the three months ending August compared to the previous three months.
Significant Mine Reductions: De Beers reported a 37% year-on-year drop in South African production for Q3 2026 (down to 418,000 carats) as operations wrap up ahead of Venetia’s pause. De Beers expects zero further production in South Africa for the remainder of 2026.
Price Pressures: Lower market values and a strong South African rand reduced average tender prices at the Finsch mine from $56 to $47 per carat, making ongoing operations unviable under current conditions.
The task team will focus on measures to ease cost pressures and address global market shifts. Further details regarding the team’s specific work plan, timelines, and financial resources will be announced as proposals are finalized.
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