DiamondBuzz
Diamond Trails@ IIJS SIGNATURE :Blending fine art, literature, and philanthropy
The IIJS Signature 2025 opened today in Mumbai with the unveiling of Diamond Trails, an ambitious project blending fine art, literature, and philanthropy, conceptualised by globally acclaimed jewellery designer and artist Reena Ahluwalia. The initiative, supported by the Gem and Jewellery Export Promotion Council (GJEPC), explores the symbolic depth of natural diamonds through five original stories and five meticulously crafted diamond paintings — all created to inspire both personal reflection and collective impact within the industry. At the core of Diamond Trails lies collaboration. Ahluwalia brought together a collective of distinguished contributors, including diamond analyst, creator, consultant, and publisher Avi Krawitz; Shanoo Bijlani, Editor of Solitaire International at GJEPC; Grant Mobley, Jewellery & Watch Editor at the Natural Diamond Council; and jewellery content specialist and consultant Sonia Esther Soltani. Each writer has crafted a unique story inspired by natural diamonds, visually interpreted through Ahluwalia’s paintings, which took over 1,000 hours to complete.
The IIJS Signature 2025 opened today in Mumbai with the unveiling of Diamond Trails, an ambitious project blending fine art, literature, and philanthropy, conceptualised by globally acclaimed jewellery designer and artist Reena Ahluwalia. The initiative, supported by the Gem and Jewellery Export Promotion Council (GJEPC), explores the symbolic depth of natural diamonds through five original stories and five meticulously crafted diamond paintings — all created to inspire both personal reflection and collective impact within the industry.
At the core of Diamond Trails lies collaboration. Ahluwalia brought together a collective of distinguished contributors, including diamond analyst, creator, consultant, and publisher Avi Krawitz; Shanoo Bijlani, Editor of Solitaire International at GJEPC; Grant Mobley, Jewellery & Watch Editor at the Natural Diamond Council; and jewellery content specialist and consultant Sonia Esther Soltani. Each writer has crafted a unique story inspired by natural diamonds, visually interpreted through Ahluwalia’s paintings, which took over 1,000 hours to complete.
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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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.