FILE PHOTO: A diamond is displayed at the certification level at the HRD Antwerp Institute of Gemmology at the Antwerp World Diamond Centre March 9, 2015. REUTERS/Yves Herman/File Photo
Ever wondered where that sparkly stone on your finger was dug up? Who polished it and where? The world’s top diamond producer wants to answer all your questions.
Russia’s Alrosa PJSC is rolling out a programme that will allow jewellery buyers to track their diamond’s history in detail, using an identity number and electronic and video passports, as part of efforts to boost demand for the company’s products and appeal to younger customers. Alrosa has selected an initial 2,000 polished diamonds for the programme, head of sales Evgeny Agureev told reporters in Moscow.
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