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The Supervisory Board of ALROSA has approved the first long-term Natural Diamond Promotion Program till 2030 with a focus on creation of sustainable long-term consumer demand for natural diamonds as a category in key global diamond jewelry markets. The Program supports diamond industry's efforts in generic marketing and provides a comprehensive approach to stimulating global aspiration for natural diamonds: from strengthening their value proposition as a symbol of authenticity and uniqueness and promoting the merits within the sustainable development agenda, to supporting retail sales and consumer education, regulatory protection and addressing unfair practices. The Program's marketing component is based on an omnichannel approach that covers the entire decision-making journey of a consumer: from initial contact in the digital space to professional advice at the point of sale and the final selection of a jewelry piece. Particular attention is paid to the critical challenge of creating clear differentiation and transparent disclosure of product information. The program focuses on reinforcing the key inherent values of natural diamonds: authenticity, natural rarity, uniqueness, emotional significance and enduring legacy of the original masterpiece. These characteristics fundamentally distinguish natural diamonds from industrial mass-produced products that attempt to copy them or parasitize on marketing investments in the category. The communications platform will adapt to the cultural habits of key target consumer markets in the BRICS and EEU countries, also considering the generational behavior patterns of consumers, particularly Millennials and Generation Z, and creating new occasions for diamond gifting, incl. self-purchases. A separate section of the program is focused on educating consumers to differentiate natural diamonds from synthetics in international markets. This includes developing universal approaches to disclosing information about the natural origin, supporting standardized terminology and supporting detection on the retail level. The goal of this work is to ensure fair competition practices, protect consumers from deceptive information and reinforce the notion that natural diamonds and synthetics are distinct products with different origin, value proposition and market demand logic. The choice rests with the informed consumer. “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 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. The program is designed to support the efforts of diamond producers, cutters and polishers, retailers, industry organizations and responsible industry players to ensure sustainable demand for natural diamonds. Its implementation will strengthen consumer confidence, enhance the cultural experience of jewelry purchasing and support the long-term growth of the natural diamond category in the correct changing competitive environment.

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