TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
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
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry ShowHill Management Group will oversee, market, and produce next year’s spring show.
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
