ALROSA’s Supervisory Board has approved a long-term Natural Diamond Promotion Program extending to 2030, aimed at supporting sustainable consumer demand for natural diamonds across key global diamond jewellery markets. The initiative is designed to complement industry-wide generic marketing efforts and strengthen the position of natural diamonds as a distinct product category.
The programme outlines a comprehensive strategy covering consumer engagement, retail support, education, regulatory protection and industry cooperation. It seeks to reinforce the value proposition of natural diamonds through messaging focused on authenticity, rarity, uniqueness, emotional significance and legacy, while also promoting their role within broader sustainability discussions.
According to ALROSA, the marketing framework will follow an omnichannel approach that spans the entire consumer decision-making process, from digital engagement to in-store consultation and final purchase. The programme will be adapted to cultural and generational trends in key markets within the BRICS and Eurasian Economic Union (EEU) regions, including Millennials and Generation Z consumers. It also aims to create additional gifting occasions, including self-purchase opportunities.
A dedicated section of the programme focuses on consumer education and product disclosure. Planned measures include promoting standardized terminology, supporting retail-level detection capabilities and developing universal approaches to communicating the natural origin of diamonds. ALROSA stated that these efforts are intended to encourage fair competition, improve transparency and help consumers distinguish between natural diamonds and synthetic products.
“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,” said Pavel Marinychev, CEO and Chairman of the Management Board of ALROSA. He added that the company’s objective is to help consumers make informed choices while supporting the long-term development of the natural diamond category.
Alexey Moiseev, Chairman of the Strategy and Sustainable Development Committee of ALROSA’s Supervisory Board and Deputy Minister of Finance of Russia, said the programme supports broader industry initiatives promoting natural diamonds globally. He also highlighted Russia’s updated 2026 retail sales regulations, which require the use of the term “synthetic” and weight in grams for synthetic materials in jewellery while restricting the use of diamond-related terminology and quality descriptions for such products.
ALROSA stated that the programme is intended to support diamond producers, manufacturers, retailers and industry organizations by helping maintain sustainable demand and consumer confidence in the natural diamond category.
