CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
SourcingNov 03, 2017
Man-Made Diamond Co. Wants Consumers to ‘Shine’
Altr is rolling out a new brand campaign encouraging women to “shine brighter,” in its man-made diamonds, of course.
In creating its new brand campaign, “Shine Brighter,” man-made diamond company Altr aimed to emulate some of the world’s big fashion brands by making it more lifestyle centric.
New York--Altr is rolling out a new brand campaign encouraging women to “shine brighter,” in its man-made diamonds, of course.
Altr is the lab-grown diamond arm of the family-owned Riam Group, which has been in the mined diamond business for almost 80 years.
The company’s man-made diamonds are sold stores in the United States, Australia and Canada, set in both private-label jewelry and under the Altr name.
And this summer at the JCK Show, Altr launched a brand called Lovemonster that, company President Amish Shah said in an interview earlier this year, is marketed toward modern couples who might be more concerned with the intensity of their love than the longevity of their relationship. Lovemonster will be available at select retail outlets in spring 2018.
Now, Altr is rolling out an overarching marketing campaign for its man-made diamonds.
Called “Shine Brighter,” Altr gave a first look at the campaign last month at the Hong Kong jewelry show.
Shot in the Los Angeles fashion district by wedding photographer Jose Villa, it was designed to emulate big fashion brands in being a more lifestyle-oriented campaign, meaning fewer couples holdings hands and more shots showing how the product can fit into the consumer’s everyday life.
Altr’s “Shine Brighter” campaign was designed to be more lifestyle focused and to be a departure from traditional jewelry advertising, which tends to feature couples.
The couple that does appear in the campaign is pictured in a less traditional manner--with a veil over both of their heads.
The campaign was shot by Jose Villa, who does wedding photography, in the Los Angeles fashion district.
It’s meant to be different from the current videos and imagery used in a lot of jewelry industry advertising, which can be “so boring,” Shah said in an interview this week.
Shine Brighter also is intended to bring attention to man-made diamonds by emphasizing the beauty of Altr’s stones instead of trying to position them as the “ethical” and “eco-friendly” alternative to mined diamonds, which Shah has said he believes is a mistake many diamond growers are making, and to educate the public.
Included in the campaign is a one-minute video on Altr’s diamond-growing process. It is digital but also will be made available to retail partners for both staff training and public education purposes.
Shah said retailers will begin receiving in-store assets for the campaign, including in-showcase display systems, brand videos and on-counter collaterals such as tablets and tri-folds, in the next two weeks.
Co-op advertising is part of the campaign but is specific to each retail partner, and there is also a promotional spiff program for sales associates.
The digital portion of the campaign, which will be live for this holiday season but also continue into 2018, is set to launch later this month.
It will appear on Altr’s website, which pushes consumers
to their local Altr-carrying jeweler, jewelers’ websites and select other sites that have yet to be determined.
More on Sourcing
The Latest
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
