Currencies Calculator
  • Make your visitors' entry a pleasant experience - smooth and speedy via the automatic visitors' entry system – tagomat. To process click here
  • Instead of wasting precious time on the phone, in line and filling in forms, request a buyer's badge via the website. To process a buyer's badge, Click here
  • In accordance with the security rules, anyone entering the building must wear their badge visibly at all times in the complex. This raises the level of security and will therefore be strictly enforced.
  • Note that you can contact any of the Exchange Committees or the Chairman of a Committee via the Exchange website. Go to "Committees" on the home page menu bar, select the required committee and then select the "contact" option.
  • According to the instructions of the Security Department of the exchange, all people in the bourse must wear their entry tags in a clearly visible way while they are in the exchange buildings.Doing so enables a higher level of security in the exchange.

Alrosa surprises with generic diamond marketing campaign


Russian diamond mining giant Alrosa is the latest large industry player to enter the field of generic marketing of diamond jewelry.


The miner has launched an advertising campaign promoting diamond jewelry with a campaign based on engagement rings being presented to surprised young women.

Alrosa is playing on an emotional theme as it tries to coax Millennials into buying engagement ring.


The move is all the more unusual, since the diamond miner has always concentrated on its core activity of mining diamonds.

Now, however, it is aiming to persuade the public to buy diamond engagement and wedding rings via a video campaign and competition that looks for the most inventive ways of proposing. The winning idea will secure a diamond ring.

Alrosa presented a round, 0.70-carat, I-color, SI1-clarity polished diamond made by the Moscow Jewelry Factory, which acquires polished diamonds from Alrosa’s polishing unit, Diamonds Alrosa, to a man who proposed to his girlfriend during a break in a Russia-Sweden hockey match. The 12,000 spectators saw the ad which also gained social media attention.

Alrosa will reveal the results of its competition before Valentine's Day. There will be at least one winner of a diamond, similar to that presented previously.

Up to now, Alrosa's main contribution to generic marketing is via the Diamond Producers Association.

BackPrintSend to a friend