CEO Beth Gerstein said she believes in the jeweler’s omnichannel approach as its retail rollout continues.
How ALROSA's Diamonds Do Good
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Charity is a new norm
Alongside charity popularization, customers pay more attention to the brands’ social mindfulness as well as their approach of doing good. These days it is clear that producing qualified goods is not enough to win a customer’s favor. Millennials and Gen Z have turned their heads to the ethical aspects and brands that match their personal values — for young generations social responsibility and sustainability is not just a publicity stunt.
According to the Hotwire survey, 47% of internet users are willing to change a favorite product or service, if it violates their personal values. The study conducted by the International Trademark Association conducted by the International Trademark Association showed that 89% Gen Z cohorts believe that brands should do good in the world. Protecting environment and resolving social issues are the most anticipated approaches. Companies’ charitable work effects purchase decisions too — more than 73% of Americans choose products and services which support giving and philanthropy.
Diamond market’s impact
Although diamond mining is less harmful in contrast to other types of mining because it does not use any toxic chemicals, leading market players focus on diminishing their effects and put great efforts into lands rehabilitation, waters restoring and investing in social and environmental protections locally and globally. Same cannot be said about lab-diamonds producers, which are often positioned as responsible and eco-friendly, but whose greenhouse gas emissions are 3 times greater than for natural diamonds.
New epitome of help
For the last several years, the global leading diamond producer ALROSA has been unveiling profound initiatives in the realm of transparency and conflict-free diamonds. The main approach is to let partners and buyers trace the whole history of diamonds from taking them out the pipeline to polishing and cutting. Stakeholders are able to assure that the stones are mined in conflict-free area in Russia as well as track stone's way to markets.
ALROSA’s diamonds are not just natural and non-conflict. It is purely ethical. ALROSA remains the industry leader the industry leader in social investments too, according to the PwC study. Every year, ALROSA allocates 3% of the revenue to social expenses — this is the leading indicator in the industry. In 2019, the company allocated $159 million for pension payments, local development programs and corporate social programs for employees and their families, unveiling more than 500 social and charitable projects. The cost of environmental initiatives totaled another $92 million and included rare species protecting such as reindeers and restoring local waters.
For more than 60 years, ALROSA’s diamonds have been helping Yakutia, the largest and the coldest region where diamonds are born. The company's approach is to make sure that diamonds help provide people of the region with a decent life and the necessary social infrastructure.
ALROSA’s Top 5 Social Projects
Rehabilitation center for disabled children in Yakutsk
Rehabilitation center for social orphans in Mirny
Free medical screening for employees
Nastroyeniye (eng. cheer, mood) sports and cultural festival
As ALROSA’s top priority, social responsibility and mindful business is not limited by the regions of the company’s presence. ALROSA aims to expand its approach overseas and this year pulled efforts with Brilliant Earth — the retailer of ethically sourced and sustainable diamonds. Philosophies of both companies have much in common. Brilliant Earth and ALROSA share the same vision on importance of transparent provenance as well as using of sustainable metals and mitigating the effects of mining process.
Their partnership resulted in creating the limited Diamonds That Care collection of jewelry with diamonds, ethically mined in Yakutia. The items are made of natural brown-toned diamonds. Different hues of stones embody the diversity and abundance of nature and remind their owners how important it is to be aware and take care. As ALROSA’s social initiative, Diamonds That Care transmits the idea of awareness and personal responsibility. Every purchase of items from Diamonds That Care collection donates 10% to the Feeding America’s COVID-19 Response Fund.
With the underlying idea called "I Care," ALROSA aims to draw attention to the diamonds as for the opportunity to do good twice — to bring joy and to give a helping hand those in need. Diamonds That Care collection jewelry piece is an easy way for everyone to make a contribution and invest in better world.
At the heart of each such initiative is a desire to help solve a social problem. But such initiatives are also aimed at showing that the responsibility of both manufacturers, retailers, and consumers is essential and setting an example for others. Care is probably the only thing where the interests of consumers, sellers and manufacturers converge at the same point, because the idea is much more important than the price or design.
Today, Brilliant Earth is the only partner of ALROSA in the US market for Diamonds that Care collections. But the company is always open to other ideas for social initiatives and charity projects, because diamonds can really help people.
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