Russia’s Alrosa is talking to several global jewelry
retailers about jointly marketing the miner’s jewelry brand that uses
fluorescent diamonds, as it strives to create a new niche for the natural
Diamond miners, which have long excelled at marketing, are seeking new approaches to battle falling demand and competition from diamonds manufactured in laboratories.
“We are completing talks with several major companies in different regions,” Alrosa Chief Executive Sergei Ivanov told Reuters.
Alrosa, which now sells these diamonds mixed with others in “lots”, expects the retailers to start offering its fluorescent stones in a year under the brand “Luminous Diamonds”, which it has recently created, in separate corners of their stores.
Read more about Alrosa’s Luminous Diamonds brand on the Yahoo! News website online HERE