Alrosa Markets Fluoresent Diamonds as Rare Stones with "Inner Light"
March 04, 20
(IDEX Online ) - Alrosa has launched a website for its new Luminous Diamond brand, as it seeks a new market for the lower-value fluorescent stones.
The Russian state-owned diamond mining company says the first jewelry pieces will be available for sale later this year, although no date has been fixed.
It describes them on its website as having "inner light".
Fluorescent diamonds lose 15 to 35 per cent of their value because of their bluish glow, as far as traders are concerned.
But the majority of consumers have no clue about fluorescence.
In fact, six out of 10 said they'd actually pay MORE for a diamond that was fluorescent, according to research in the USA and China published by Alrosa.
They typically described fluorescent diamonds as being "unique", "cool" and "exciting".
Only 2 to 3.5% of all diamonds show medium to very strong fluorescence, according to GIA laboratory, and only 25% show any fluorescence at all.