DiamondBuzz
De Beers Sightholders report shortages of large diamonds
Rough diamonds above 5 carats were in tight supply at this week’s sight, customers reported, with explanations ranging from production cuts to ’ strategy of withholding supply. The February trading session saw stable prices in the vast majority of categories, as the miner maintained its policy of not flooding the market, insiders said this week.
The lack of large stones has puzzled some, since De Beers is reportedly sitting on $2 billion of inventories, its largest since the 2008 financial crisis. Many market insiders viewed it as a positive that these sizes were hard to find, reflecting that the categories had sold better in the past few sights. The resultant polished — mostly 2 carats and larger — has performed better in the recent downturn than 0.30- to 2 carat goods.
Some point to a tactical effort by De Beers to limit supply — either to protect the market or to reward sightholders that purchase less sought-after items.
SOURCE: RAPAPORT
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.
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