ALROSA Stepping Up Diamond Branding & Marketing Efforts

(thediamondloupe.com) - Russian mining giant ALROSA is stepping up its marketing game beyond its contributions to the Diamond Producers Association (DPA), we were told this past Wednesday at ALROSA Night - a joint initiative between the Antwerp World Diamond Centre (AWDC) and ALROSA at the Belgian Ambassador's Residence in Moscow. The company's first move to promote ALROSA as a brand name was announced last December: the miner has renamed its foreign trading subsidiaries and affiliates, previously called ARCOS, as part of an initiative to create ALROSA’s single corporate brand. The sales network offices now bear the name of ALROSA and their region of location, such as ALROSA Belgium. They will also carry out relevant rebranding. This decision was made to identify ALROSA with its own sales network and provide clients with the guarantee of origin and quality of rough and polished diamonds sold through the network.