ALROSA to launch an advertising diamond campaign featuring the symbols of Russia

Russian diamond mining company ALROSA intends to launch a world-class campaign to promote diamond jewellery.

29 may 2020

ALROSA allows deferrals during its third diamond tender

ALROSA will allow its customers to refrain from buying rough diamonds during its third trading session in a row, deferring June contract volumes to subsequent periods of the year due to difficult market conditions.

29 may 2020

DelGatto launches first-ever ‘Online Finance Platform’ on IDEX Online

The DELGATTO Diamond Finance Fund (DDFF) launched the diamond industry's first ever online finance platform, on IDEX Online on 26 May 2020.

29 may 2020

Lucapa advances Lulo kimberlite exploration project

Lucapa Diamond is making progress on its kimberlite exploration programme in Angola, which seeks to identify the hard-rock sources of exceptional alluvial diamonds mined along the Cacuilo River at Lulo.

29 may 2020

WFDB launches digital campaign to promote Get Diamonds to retailers

The World Federation of Diamond Bourses (WFDB) is launching an international digital marketing campaign to introduce Get Diamonds to jewelry retailers.

29 may 2020

Diamonds Need Some New Best Friends

22 may 2020

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Image credit: RJA1988 (Pixabay)

(bloomberg.com) - It’s looking decidedly somber out there for the world’s favorite sparkly stone. Diamonds were ailing even before the coronavirus came along. Now, weeks into lockdowns in the U.S. and elsewhere, all but the largest diggers, polishers and retailers are struggling for cash. Unable to sell its stones, Dominion Diamond Mines, the miner that sold luxury brand Harry Winston to Swatch Group AG in 2013, filed for insolvency protection in late April. Anglo American Plc’s De Beers cut 2020 production guidance by a fifth in the same period, in line with demand. To secure their future, diamond giants may need a rebranding akin to the storytelling feat pulled off by Harry Oppenheimer, the late De Beers chairman who cultivated the engagement ring to overcome a slump after the Great Depression. In so doing, he forged a tradition that fueled sales for decades. Today, a refreshed myth-making effort could target the post-pandemic concerns of millennial consumers: marketing the diamond as a store of value in volatile times comparable to art, which is also authentic, traceable and sustainable.