Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
ALROSA Lights a Blue Glow to Celebrate Modern Women
“Greatness Is Made Under Pressure:” these are the best words to describe modern women.

Brought To You By ALROSA
This year, people around the world have risen to the greatest challenge of their lifetime and drawn strength from deep inside. Speaking of this, the mass media most often draws us the image of a man who overcomes business problems or gets a second job to feed his family. But the efforts and contributions of women are no less. They also overcome difficulties at work, and remain wives and mothers, which means constant care for others and responsibility for other people's lives. “Greatness Is Made Under Pressure:” these are the best words to describe modern women.
“Greatness Is Made Under Pressure” is also the slogan for ALROSA’s new Luminous Diamonds brand of fluorescent diamonds. Born deep underground under enormous pressure and temperature, these stones keep an amazing secret inside: blue inner light.
Diamonds with Super Abilities

A Story of Inner Light
Luminous
But it happened that consumers are not yet aware that diamonds can be fluorescent. A recent survey studied 4,017 people in the US and China (50 percent were Americans of various age groups from major US Cities including New York, Boston, Washington and Los Angeles) to figure out their attitude towards this diamond feature. Surprisingly, 74 percent of the US respondents “don’t know or are poorly educated” about fluorescence. However, upon witnessing the diamond’s ‘inner glow’ and receiving some basic education on fluorescence, 82 percent of respondents considered buying a diamond with this feature. More interestingly, 60 percent expressed willingness to pay a premium for a diamond exhibiting fluorescence – as much as a 15 percent premium for some. This is especially true of Millennials and Gen Xers.
In addition, affluent women ages 30-45 with household income of $80K - $150K and diamond self-purchase history indexed very high when asked about fluorescent diamonds’ appeal. The study also found that the idea of a “secret that only you know” resonates well with consumers. They also suggest that fluorescence will look spectacular in jewelry if you choose the right combination of stones and settings; this opens up countless opportunities for jewelry designers.
On top of a growing demand to celebrate value of human individuality and give "meaningful," rather than "practical" or "fun" presents, recent studies show young consumers seek value for money. Both Millennials and Generation Z are more likely to opt for fluorescent diamonds, as they aren’t willing to “waste” money on ordinary gemstones, finding them quite “old-fashioned.” Fluorescence, on the other hand, is perceived as a new and attractive feature. It has a stylish sparkle too: most diamonds exhibit a blue glow, which resonates with Pantone color of the year 2020, “classic blue”.
Luminous Diamonds is made in cooperation with A. Link & Co., SDC Designs and M. Suresh, the leading jewelry manufacturers renowned for quality, excellence and service to their retailers. The “Greatness Is Made Under Pressure” campaign launches this fall to support ALROSA retail partners and inspire their customers with a story of inner light and celebrating the inner light in every woman. ALROSA also has partnered with AGS Laboratories to produce a special, exclusive Luminous Diamonds Glow Report for every piece of jewelry in the Luminous Diamonds collection. Each report will highlight and explain the distinctive glow of that particular diamond, showing an im-age of the piece with its fluorescence pattern.
ALROSA’s campaign addresses the two primary motivations for diamond acquisition: gifting and self-purchase. As a gift of love and gratitude, Luminous Diamonds celebrates a woman’s strength in guiding her through today’s challenges. As a self-purchase, the brand reminds each woman that she is unique and able to achieve whatever she wants.
To support their retail partners, ALROSA is offering an extensive marketing program, including product videos featuring brilliant and powerful female influencers. The video, produced by a top agency, has a variety of cuts that are more product focused. ALROSA also has produced other creative materials for social media, paid search and programmatic advertising, point-of-sale, outdoor and even animated GIFs.
An advertising campaign in major digital media and fashion and lifestyle publications will ensure brand awareness among target audience. Innovative point-of-sale materials and comprehensive training with multiple phases are available and the co-op marketing program can be customized for each retailer.
Right Moment to Follow the Light
But it has a number of undeniable advantages. It looks great. It is a subject with a deep meaning that can be visualized. It highlights modern needs for a greater focus on the role of women. It is likely to confirm that you are looking at a natural diamondm, as fluorescent synthetics are almost impossible to find. It all comes to just one conclusion: fluorescence is a new trend to keep an eye on. And for those seeking a meaningful symbol to celebrate the preciousness of human nature, a diamond with inner light is a great option to give a telling present of enduring value.
The Latest

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.


While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The organization elected its youngest vice president as it looks to draw in fresh talent.

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025