DiamondBuzz
Alrosa Reports Highest Customer Interest in Rough Diamonds in Eight Years
Since The Beginning Of 2026, Prices For Approximately 80% Of The Company’s Production By Value In The 2- To 10-Carat Category Have Increased By 6% To 9%.
Russian diamond mining company Alrosa has reported its strongest level of customer engagement in rough diamonds in the past eight years, with the number of product viewings conducted in May 2026 more than doubling compared with the corresponding period last year.
According to the company, client screenings of rough diamond assortments reached a record high, surpassing even the pre-pandemic levels recorded in 2019. Demand was particularly robust for large diamonds weighing 10.8 carats and above, as well as rare fancy-coloured diamonds, reflecting heightened interest in premium and investment-oriented categories.
Alrosa noted that the trend underscores strengthening demand in the higher-value segment of the market. Since the beginning of 2026, prices for approximately 80% of the company’s production by value in the 2- to 10-carat category have increased by 6% to 9%. These rough diamonds are widely used in the manufacture of investment-grade polished stones.
Alrosa markets a significant share of its rough diamond production through competitive sales mechanisms, including auctions, tenders and electronic sales platforms. The company also facilitates spot sales through one-time transactions, providing buyers with flexible procurement options.
Product screenings are organised through Alrosa’s Unified Sales Organisation, which is responsible for the sorting, valuation and pre-sale preparation of Russian rough diamonds before they are offered to the market.
The latest data points to improving sentiment within select segments of the global rough diamond industry, particularly for large and rare stones, as constrained supply conditions and renewed interest from manufacturers and investors continue to support demand.
DiamondBuzz
Mikey Madison Champions Self-Love In Tiffany & Co.’s Playful New Diamond Campaign
Oscar-Winning Actress Gives The Iconic Sixteen Stone Ring A Fresh, Empowering Meaning
Tiffany & Co. has unveiled its latest Love & Celebration campaign, starring Academy Award-winning actress Mikey Madison, who brings charm, wit and confidence to a refreshing take on modern love, self-expression and luxury jewellery.
In the campaign film, Madison appears in a classic black dress, seated at a vanity as soft music plays in the background. Opening the signature Tiffany Blue Box, she slips on the iconic Sixteen Stone solitaire diamond ring, originally created by legendary designer Jean Schlumberger in 1959.
What follows is a playful twist on the familiar “loves me, loves me not” ritual. As Madison moves the ring from one finger to another, she alternates between the two phrases while admiring herself in the mirror. The moment culminates with her placing the ring on her middle finger, switching off the music and confidently declaring, “I love me.” She closes the Tiffany box and walks away, leaving behind a powerful message of self-love, confidence and independence.
The campaign has resonated strongly with audiences, with many praising Madison’s effortless performance and the brand’s contemporary storytelling. Social media users described her as the perfect face for Tiffany’s evolving image, while others applauded the introduction of the Sixteen Stone solitaire as a meaningful everyday statement piece.
Madison, who won the 2025 Academy Award for her performance in Anora and became a Tiffany & Co. ambassador the same year, previously fronted the brand’s HardWear campaign.
Through Love & Celebration, Tiffany & Co. expands its traditional narrative around love beyond romance. The maison positions fine jewellery as a celebration of personal milestones, family bonds, friendships and, most importantly, self-appreciation. The campaign reflects the belief that love is personal, inclusive and defined by the wearer.
Alongside the film, Tiffany has also released a series of digital videos showcasing the brand’s diamond expertise, artisanal craftsmanship and nearly two centuries of heritage. The campaign further highlights the versatility of the Sixteen Stone collection—once designed as a wedding band and now reimagined as a striking solitaire ring suited for everyday wear.
With Mikey Madison’s confident portrayal, Tiffany & Co. delivers a modern message: the most meaningful diamond purchase can be the one made for yourself.
Mikey Madison Champions Self-Love In Tiffany & Co.’s Playful New Diamond Campaign
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