{"id":1168852,"date":"2020-03-02T10:51:43","date_gmt":"2020-03-02T16:51:43","guid":{"rendered":"https:\/\/www.mining.com\/?p=1015727"},"modified":"2020-03-02T10:51:43","modified_gmt":"2020-03-02T16:51:43","slug":"alrosa-steps-up-efforts-to-brighten-up-fluorescent-diamond-sales","status":"publish","type":"post","link":"https:\/\/juniorminingnews.com\/?p=1168852","title":{"rendered":"Alrosa steps up efforts to brighten up fluorescent diamond sales"},"content":{"rendered":"<p>Russia\u2019s Alrosa (MCX:ALRS), the world\u2019s top diamond miner by volume,\u00a0is betting on a new strategy to boost its sales amid an industry-wise slowdown that has <a href=\"https:\/\/www.mining.com\/firestone-to-delist-axe-board-size-on-tough-diamond-market\/\"  rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">hit small companies the hardest<\/a>.<\/p>\n<div class='d-flex justify-content-center d-xs-block d-sm-block d-md-none'>\n<div id='div-gpt-ad-1561499308230-0'><script>googletag.cmd.push(function() {googletag.display('div-gpt-ad-1561499308230-0');});<\/script><\/div>\n<\/div>\n<p>The state-owned company is now selling naturally occurring fluorescent diamonds mixed with others. At the same time, it\u2019s holding talks with global jewellery retailers about jointly marketing its \u201cLuminous Diamonds\u201d brand, which uses the glowing stones.<\/p>\n<p>Fluorescence,<br \/>\na bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to<br \/>\n35% of diamonds, according to the Gemological Institute of America (GIA).<\/p>\n<p>The feature has traditionally been<br \/>\nseen as a negative attribute as it can make a diamond appear \u201cmilky\u201d or \u201coily\u201d<br \/>\nin direct sun or UV light. Alrosa\u2019s marketing efforts are centred on changing<br \/>\nthose perceptions.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/usa-diamond-buyers.jpg\" alt=\"Alrosa steps up efforts to brighten up fluorescent diamond sales\" class=\"wp-image-1015734\" srcset=\"https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/usa-diamond-buyers.jpg 758w, https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/usa-diamond-buyers-300x205.jpg 300w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/figure>\n<p>Glowing diamonds are most common in Russia and Canada due to their proximity to the Arctic, where they are usually found. Brightening up when placed under UV light&nbsp;and in the dark, makes them ideal for a club or party scene and especially fitting with the industry\u2019s intention of directing more marketing towards younger demographics.<\/p>\n<p>GfK&nbsp;market research agency&nbsp;recently conducted a study involving over 4,000 jewellery consumers to determine how they perceived fluorescent diamonds. <\/p>\n<p>The survey revealed that 74% of the respondents in US didn\u2019t know what they were or were poorly informed about them. When educated, however, over 82% of respondents said they would consider buying a diamond with such feature. And almost 60% of customers, mostly millennials, expressed their willingness to pay as much as 15% more to obtain a fluorescent diamond.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/natural-diamond-fluorescence.jpg\" alt=\"Alrosa steps up efforts to brighten up fluorescent diamond sales\" class=\"wp-image-1015733\" srcset=\"https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/natural-diamond-fluorescence.jpg 900w, https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/natural-diamond-fluorescence-300x200.jpg 300w, https:\/\/www.mining.com\/wp-content\/uploads\/2020\/03\/natural-diamond-fluorescence-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption>Fluorescence, a bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to 35% of diamonds, according to the Gemological Institute of America (GIA). (<em>Image courtesy of <a href=\"https:\/\/nzjewellers.weebly.com\/blog\/diamond-fluorescence\"  rel=\"noopener noreferrer\">NZ Jewellers.<\/a><\/em>)<\/figcaption><\/figure>\n<p>About half of all diamonds produced<br \/>\nglobally have some fluorescence,&nbsp;but those in which the feature is \u201cstrong\u201d<br \/>\n&nbsp;\u2014 &nbsp;the focus of Alrosa\u2019s campaign \u2014&nbsp; represent as much as 5-10% of global supply.<\/p>\n<p>Global demand for all types of<br \/>\ndiamonds fell between 2018 and 2019, affecting small stones producers the most,<br \/>\ndue to an oversupply in that segment that dragged prices down.<\/p>\n<p>Increasing demand for synthetic diamonds also weighed on prices. Man-made stones require less investment than mined ones and can offer more attractive margins. <\/p>\n<p>Big companies have not been immune to the downward trend. De Beers, the world\u2019s No. 1 diamond miner, reported in February its&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.mining.com\/web\/de-beers-posts-lowest-profit-since-end-of-diamond-monopoly\/\" >worst set of earnings<\/a>&nbsp;since Anglo American (LON:AAL) acquired it in 2012. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Russian diamond giant is inviting retailers to jointly market its &ldquo;Luminous Diamonds&rdquo; brand, which uses the glowing stones.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[369,4,2857,2640],"tags":[],"_links":{"self":[{"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/posts\/1168852"}],"collection":[{"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1168852"}],"version-history":[{"count":4,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/posts\/1168852\/revisions"}],"predecessor-version":[{"id":1169024,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=\/wp\/v2\/posts\/1168852\/revisions\/1169024"}],"wp:attachment":[{"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1168852"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1168852"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/juniorminingnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1168852"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}