OREANDA-NEWS. As part of the visit to the United States, ALROSA President Andrey Zharkov held a series of meetings with the major consumers of the Company’s diamonds and top managers of industry associations. The parties discussed the increase in diamond sales and implementation of joint marketing programs.

The ALROSA delegation participated in the discussion of a new global marketing platform of the Diamond Producers Association (DPA) presented within the framework of the JCK Las Vegas 2016, an international jewelry show held in Las Vegas, USA. A marketing campaign under the slogan “Real is Rare. Real is a Diamond”, which was developed by the Association based on the platform, is to be launched at the end of the year. The aim of the campaign is to spur demand for polished diamonds and reach out to a younger generation of buyers.

As part of the Diamond Producers Association (DPA) activities ALROSA President held a meeting with Bruce Cleaver, De Beers new CEO. They exchanged views on the current situation on the global diamond market.

The delegation also held a series of meetings with participants of the JCK Las Vegas 2016 on the optimization of the Company’s sales system. The ALROSA branch in Vladivostok and Company’s plans to expand on the Asia Pacific polished diamond market were presented at the meetings.

The delegation negotiated with top management of the largest global networks for the sale of diamond products, Mark Light, Signet Jewelers (USA), and Kent Wong, Chow Tai Fook (China, Hong Kong). The parties agreed to explore the possibility of joint marketing events aimed at the promotion of diamond goods consumption. Participation in the tracking program that allows identifying every sold polished diamond all the way from its recovery to the sale to end consumers was discussed with Chinese partners.