Alrosa President says participation at JCK was ‘fairly successful’

As part of the visit to the United States, Alrosa President Andrey Zharkov held a series of meetings with the major consumers of the company’s diamonds and top managers of industry associations. The talks centered around increasing diamond sales and implementation of joint marketing programs.

Andrey Zharkov said, “Participation in the JCK show this year can be assessed as fairly successful.” “We managed to strengthen the ties with our traditional clients and partners, start a dialogue with new consumers of the company’s diamonds, and initiate a number of joint programs allowing Alrosa to cement its place as a global leader.”

The Alrosa delegation participated in the discussion of a new global marketing platform of the Diamond Producers Association (DPA) presented at the JCK Las Vegas 2016. The marketing campaign under the slogan “Real is Rare. Real is a Diamond”, developed by the Association based on the platform, is to be launched at the end of the year with the purpose of raising demand for polished diamonds and reaching out to a younger generation of buyers.

As part of the Diamond Producers Association (DPA) activities Alrosa President held discussions on the current situation of the global diamond market in a meeting with Bruce Cleaver, De Beers new CEO.

The delegation also held a series of meetings with participants of the JCK Las Vegas 2016 on the optimization of the company’s sales system, the Alrosa branch in Vladivostok and the company’s plans to expand in the Asia Pacific polished diamond market. Negotiations took place with top management including Mark Light, Signet Jewelers (USA), and Kent Wong, Chow Tai Fook (China, Hong Kong) to explore the possibility of joint marketing events to promote diamond goods consumption. The Alrosa delegation also discussed participation in the tracking program that allows identifying every sold polished diamond from its recovery to consumer sale with Chinese partners. An exchange of views on the bilateral cooperation with senior executives of the Indian Gem & Jewellery Export Promotion Council, and current cooperation matters were discussed with representatives from Gemological Institute of America (GIA).