Diamond mining giant, Alrosa, has outlined its strategy to guarantee the authenticity and ethical sourcing of its stones.

At JCK Las Vegas, Alrosa unveiled a new platform which will provide a complete history of the origins of its diamonds in digital and video formats.

Tracing is the method of following a diamond’s full history, and is one of the key components in the modern diamond industry.


A diamond’s traceability is a statement of confidence in both authenticity and ethical sourcing. It sets out a diamond’s provenance, its non-conflict status, and corporate social responsibility, which are today expected by many consumers, especially younger generations.

“Alrosa is a diamond mining company with its own lapidary production, that guarantees 100% Russian origin of all its polished diamonds,” states Evgeny Agureyev, director of the United Selling Organization, a division of Alrosa.

Taking into account this competitive advantage, Alrosa will offer diamonds to buyers and dealers in the format of various deals, including long-term agreements.

Under these arrangements every diamond will have an electronic passport, containing not only standard information about the diamond’s characteristics, but also additional information about its age, place and the date of its extraction, as well as the time and place of its cutting, and the craftsman’s name and background.

In addition, each diamond will have a unique video passport containing vital information such as a full visual history of its extraction and cutting. The video passport is created automatically by downloading data from appropriate databases.

The diamonds and their accompanying digital personalised content will be offered to dealers now on , www.diamonds.alrosa.ru, and later, B2C clients will also have access to this information.

Currently, ALROSA is testing the system with 2,000 diamonds of varying sorts, and this number will soon increase.