MIRNY, Russia — Shoppers want to know where their coffee is grown, where their clothes are made and where their iPhones are assembled. The world’s biggest diamond miner is now betting that they will also care where the jewels on their engagement rings are dug up.
Alrosa, the mining company, is mounting a campaign to tell the tale of its stones’ journeys from mines deep beneath the ground on to the fingers of betrothed couples around the world. Its one barrier? The diamonds come from Russia.
The company is not a household name. In fact, most people who buy a diamond ring at a jewelry store have probably never heard of it. (Read more…)