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.