ALROSA sums up the results of the visit to the United States


Press release – Moscow – As part of the visit to the United States, ALROSA President Andrey Zharkov held a series of meetings with the major consumers of the Company’s diamonds and top managers of industry associations. The parties discussed the increase in diamond sales and implementation of joint marketing programs.

The ALROSA delegation participated in the discussion of a new global marketing platform of the Diamond Producers Association (DPA) presented within the framework of the JCK Las Vegas 2016, an international jewelry show held in Las Vegas, USA. A marketing campaign under the slogan “Real is Rare. Real is a Diamond”, which was developed by the Association based on the platform, is to be launched at the end of the year. The aim of the campaign is to spur demand for polished diamonds and reach out to a younger generation of buyers.

As part of the Diamond Producers Association (DPA) activities ALROSA President held a meeting with Bruce Cleaver, De Beers new CEO. They exchanged views on the implementation of the recently presented DPA’s category marketing platform.

The delegation also held a series of meetings with participants of the JCK Las Vegas 2016 on the optimization of the Company’s sales system. The ALROSA branch in Vladivostok and Company’s plans to expand on the Asia Pacific polished diamond market were presented at the meetings.

The delegation negotiated with top management of the largest global networks for the sale of diamond products, Mark Light, Signet Jewelers (USA), and Kent Wong, Chow Tai Fook (China, Hong Kong). The parties agreed to explore the possibility of joint marketing events aimed at the promotion of diamond goods consumption. Participation in the tracking program that allows identifying every sold polished diamond all the way from its recovery to the sale to end consumers was discussed with Chinese partners.

There was also an exchange of views on the bilateral cooperation with senior executives of the Indian Gem & Jewellery Export Promotion Council.

Current cooperation matters were discussed at the meeting with the representatives from the Gemological Institute of America (GIA).

Andrey Zharkov said, “Participation in the JCK show this year can be assessed as fairly successful.” “We managed to strengthen the ties with our traditional clients and partners, start a dialogue with new consumers of the Company’s diamonds, and initiate a number of joint programs allowing ALROSA to cement its place as a global leader.”