Russian mining giant miner Alrosa is looking to branch out: According to a report in Gem Konnect, Alrosa is in talks with several global jewellery retailers “about jointly marketing the miner’s jewellery brand that uses fluorescent diamonds, as it strives to create a new niche for the natural stones”.
The Russian company expects this plan to come to fruition within a year, and sell its fluorescent diamonds, set in jewellery, under Alrosa’s Luminous Diamonds brand. The new jewellery will be aimed at millennials as well as Generation Z consumers (born between the 1990s and the 2000s). Alrosa’s CEO Sergei Ivanov is quoted as saying that the company is “completing talks with several major companies in different regions”.
According to Gem Konnect, between a fourth and a third of all diamonds display fluorescence, which does not affect the stone’s grading. They are, however, harder to sell than non-fluorescent stones, as many traders view them as lower quality. Typically, they are sold for 25%-45% less than non-fluorescent stones.
