Key Highlights
- ALROSA approves long-term Natural Diamond Promotion Program through 2030.
- The initiative focuses on sustainable global consumer demand for natural diamonds.
- The program promotes authenticity, rarity, uniqueness and emotional value of natural diamonds.
- An omnichannel marketing strategy targets consumers across the entire purchase journey.
- Special focus on Millennials, Generation Z and emerging gifting occasions.
- Consumer education campaign to differentiate natural diamonds from synthetic products.
- Supports standardised terminology, disclosure practices and retail-level detection.
- ALROSA backs regulatory measures requiring clear identification of synthetic products.
- The program aims to strengthen consumer confidence and long-term category growth.
Global diamond producer ALROSA has approved its first long-term Natural Diamond Promotion Program extending through 2030, marking a significant strategic initiative aimed at strengthening sustainable consumer demand for natural diamonds across key international jewellery markets.
The program, approved by ALROSA’s Supervisory Board, is designed to support industry-wide efforts in generic marketing while reinforcing the unique value proposition of natural diamonds. The initiative seeks to promote natural diamonds as symbols of authenticity, rarity, uniqueness, emotional significance and lasting legacy, while also supporting retail sales, consumer education, regulatory protection and fair market practices.
According to ALROSA, the program adopts a comprehensive omnichannel marketing approach that addresses the entire consumer decision-making journey—from initial digital engagement through in-store consultation and final jewellery purchase. The strategy is intended to strengthen consumer understanding of natural diamonds while creating greater transparency around product information and disclosure.
The company stated that a key objective of the initiative is to reinforce the inherent characteristics that distinguish natural diamonds from synthetic alternatives. The program will also adapt its communications strategy to the cultural preferences of consumers across major markets, particularly within BRICS and EEU countries, while addressing the evolving purchasing behaviours of Millennials and Generation Z consumers. New gifting occasions, including self-purchase trends, will also form part of the promotional strategy.
A dedicated section of the program focuses on consumer education regarding the distinction between natural diamonds and synthetic products. Planned initiatives include supporting standardised terminology, enhancing disclosure practices and strengthening detection capabilities at the retail level. ALROSA stated that these measures are intended to promote fair competition, improve transparency and help consumers make informed purchasing decisions.
“A natural diamond is a symbol of authenticity and significant lifetime moments. It is chosen not as a seasonal adornment, but as a sign of love, personal achievement, family and memory, of natural human emotions. Like people, each one is unique in origin, created by nature as an individual; each diamond carries a historical legacy that cannot be replicated in a factory.
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. It is trust and respect for the value of a natural, original diamond that underpins the long-term prosperity of the entire industry, not short-term gains of separate players,” noted Pavel Marinychev, CEO and Chairman of the Management Board of ALROSA.
The program also highlights the importance of regulatory frameworks supporting transparent product disclosure. ALROSA pointed to recent updates in Russian retail sales regulations that require the use of the term “synthetic” for laboratory-created products, mandate weight disclosure in grams and restrict the use of diamond-related terminology and quality descriptions for synthetic materials in jewellery.
“The adoption of this Program by ALROSA is a timely step in supporting the long-term initiatives of the entire industry to promote natural diamonds in global markets. It is important to highlight the Program’s comprehensive approach and openness to work with all stakeholders. In terms of regulatory protection and elimination of unfair practices, we support the industry’s efforts, including through the new 2026 version of the Russian Government’s Resolution on the rules for the retail sales contracts of goods, which now mandates the use of the term “synthetic” and weight in grams only, prohibits the use of the word “diamond” (“brilliant”) and quality/color characteristics for synthetic materials in jewelry. We will promote our regulation as best practice in international organizations and through bilateral contacts with partners at the level of intergovernmental commissions. We will also strengthen the intergovernmental cooperation among diamond-producing countries to preserve the industrial potential of diamond mining and ensure the sustainable development of local communities,” emphasized Alexey Moiseev, Chairman of the Strategy and Sustainable Development Committee of ALROSA’s Supervisory Board and Deputy Minister of Finance of Russia.
ALROSA noted that the initiative is intended to complement the efforts of diamond producers, manufacturers, retailers, trade organisations and other responsible stakeholders across the diamond value chain. The company believes the program will contribute to strengthening consumer confidence, enhancing the jewellery purchasing experience and supporting sustainable long-term growth for the natural diamond category amid an evolving competitive landscape.
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