Your Diamond Ring Now Comes With a Resume and Passport
- Alrosa program will provide detailed history to diamond buyers
- Miner expects 2019 sales in carats to be lower than target
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Ever wondered where that sparkly stone on your finger was dug up? Who polished it and where? The world’s top diamond producer wants to answer all your questions.
Russia’s Alrosa PJSC is rolling out a program that will allow jewelry buyers to track their diamond’s history in detail, using an identity number and electronic and video passports, as part of efforts to boost demand for the company’s products and appeal to younger customers. Alrosa has selected an initial 2,000 polished diamonds for the program, head of sales Evgeny Agureev told reporters in Moscow.