The modern consumption theories, which are particularly developed in the West, teach that the development and depth levels (amount and quantity) of consuming some kind of goods do not depend merely on the level of population income. The people’s national character and mentality taking their definite and specific shape in goods – in our case in diamond jewelry - are of vital significance.

The story associated with promoting palladium to the jewelry market was continued. As reported earlier, the results of a comprehensive research performed with participation of the Platinum Guild International and Palladium Alliance International as independent consultants under the auspices of the International Platinum Group Metals Association served the basis for a decision to develop and implement palladium jewelry sales. Major activities within the first stage of this operation will be aimed at the markets of China and the U.S.A. These activities will be led by Mining-and-Smelting Combine Norilsk Nickel, the world’s largest palladium producer, aided by major producers of this metal from the Republic of South Africa (Anglo Platinum, Impala Platinum and Tonmin) and the U.S.A. (Stillwater Mining Company). The program is targeted at a clear and explicit palladium positioning as a jewelry brand, which is to be done in cooperation with designers, manufacturers and sellers of jewelry.  In the opinion of the program initiators, this will permit to set up a stable and growth-promising market. 

Leading positions in production output among domestic companies belong to those, which appeared in the market in the early 1990s, the “Pryamye inVESTItsii” monthly reports. Adamas, Yuvelirny Dom Yashma and the Moscow Jewelry Plant are at the top of the list. They have made a stake in fast development of retail sales and are selling mainly their own products. Corporate stores of this trio are located literally head to head, at least in Moscow.

According to analysts’ estimates, the jewelry market in Russia continued its steady rise in recent years. Meanwhile the global jewelry sales were moving up 4.6% a year, Russia was flaunting an annual growth rate of 25 - 30%, according to the data provided by Inventica, a research company. In the first place, this was due to increased income of the typical Russian wage earner. Jewelry ceased to be unaffordable luxury for many people and moved to the category of ordinary goods.

Fashion in the field of jewelry is not so dynamic and usually does not make such abrupt turns, which often happen in the field defined by the broader concept of Fashion.  The initially great cost of intrinsically jeweller-type materials – precious metals and gems, - their durability and the significant value of adornments proper make this field more conservative.