ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
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
Editors' Picks
Sponsored by
to their local Altr-carrying jeweler, jewelers’ websites and select other sites that have yet to be determined.
More on Sourcing
The Latest
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
