Luminous Diamonds’ Debut Collection Celebrates Your Inner Glow

 

The new fine jewelry company is a leader in rare fluorescent stones.

All diamonds shimmer when light hits them. Under master hands, they are cut into interesting shapes that spark joy. Gems from Luminous Diamonds, a new fine jewelry brand, however, have an attribute that many precious stones don’t: They glow.

Luminous Diamonds’ parent company, Alrosa, is a leader in sourcing fluorescent stones, which are formed under unique geological conditions that leave trace elements during the carbon crystallization process. As a result, Luminous Diamonds shine extra bright in the sun and, most intriguingly, emit a blue glow under UV light.

“These diamonds are stunning, luminous, and make a statement,” says Rebecca Foerster, Alrosa’s president of North America. “They reflect the way modern women wear confidence like a rare jewel, and they dare us all to stand out by sharing our inner selves. Greatness in people, like diamonds, is made under pressure. When a woman follows her own inner light, others see it. Our diamonds are an enduring reminder of this light.”

To highlight this point, Luminous Diamonds enlisted female leaders from disparate industries to model its debut collection in a campaign titled Greatness Under Pressure. They are WNBA athlete Skylar Diggins-Smith, attorney and travel writer Cynthia Andrew, violinist Ezinma Ramsay, gender-fluid advocate Elliott Sailors, model Denise Bidot, and photographer Marian Moneymaker.

The 28-piece collection consists of brilliants and pavé diamonds on open-work hexagon settings. They include long necklaces with pendants, crawler and chandelier earrings, and bracelets. Each design comes with an illuminator charm that emits UV light so you can get that inner glow all the time.

Source: DCLA

Luminous Diamonds’ Debut Collection Celebrates Your Inner Glow

 

The new fine jewelry company is a leader in rare fluorescent stones.

All diamonds shimmer when light hits them. Under master hands, they are cut into interesting shapes that spark joy. Gems from Luminous Diamonds, a new fine jewelry brand, however, have an attribute that many precious stones don’t: They glow.

Luminous Diamonds’ parent company, Alrosa, is a leader in sourcing fluorescent stones, which are formed under unique geological conditions that leave trace elements during the carbon crystallization process. As a result, Luminous Diamonds shine extra bright in the sun and, most intriguingly, emit a blue glow under UV light.

“These diamonds are stunning, luminous, and make a statement,” says Rebecca Foerster, Alrosa’s president of North America. “They reflect the way modern women wear confidence like a rare jewel, and they dare us all to stand out by sharing our inner selves. Greatness in people, like diamonds, is made under pressure. When a woman follows her own inner light, others see it. Our diamonds are an enduring reminder of this light.”

To highlight this point, Luminous Diamonds enlisted female leaders from disparate industries to model its debut collection in a campaign titled Greatness Under Pressure. They are WNBA athlete Skylar Diggins-Smith, attorney and travel writer Cynthia Andrew, violinist Ezinma Ramsay, gender-fluid advocate Elliott Sailors, model Denise Bidot, and photographer Marian Moneymaker.

The 28-piece collection consists of brilliants and pavé diamonds on open-work hexagon settings. They include long necklaces with pendants, crawler and chandelier earrings, and bracelets. Each design comes with an illuminator charm that emits UV light so you can get that inner glow all the time.

Source: DCLA

A Diamond’s Secret Inner Light

During this unprecedented time, there has never been a more meaningful moment to overcome challenges, to make a connection to products that are symbolic, and to maintain a positive outlook. That’s the idea behind the movement to promote fluorescent diamonds, a naturally occurring characteristic that occurs in 25–35% of diamonds.

Simply put, fluorescence is the presence of nitrogen in carbon that, when exposed to UV, or black, light, emits an inner glow, primarily blue in color. In the past, the fine jewelry industry misjudged these naturally occurring characteristics as flaws and a reason to discount the gems using milkiness as the main argument. But milky fluorescent diamonds are extremely rare, and the vast majority of fluorescent diamonds are not milky.

In fact, fluorescence is a valuable identifying feature of natural diamonds and can add to the aesthetic beauty of the stones. HRD Antwerp, a European authority in diamond certification, conducted a study in 2018 and found that fluorescence, under normal conditions and even when outdoors, has a positive influence on the color of diamonds. And jewelers are taking advantage of optical attributes, specifically glow-in-the-dark characteristics, for their designs. You won’t see the underlying pattern until the right conditions are met—a secret that the consumer may choose to share with others, or not.

Rebecca Foerster, president of the Alrosa, USA Inc., an affiliate of the world’s largest diamond mine, Russia-based Alrosa Group of Companies, is on the forefront of changing the industry’s perception of fluorescence. The company is developing a new line of fluorescent diamonds in commercial quantities, launching a brand.

“It’s a new story to tell, a new customer experience, and a business opportunity,” says Foerster, adding that Alrosa’s consumer studies reveal the majority of respondents said they would be willing to pay premium prices for fluorescent stones. “Our values may realign, our priorities may shift, and what better time to apply this same kind of thinking and perspective to diamonds? We need today’s consumer to find new ways to connect to natural diamonds.”

One might question whether promoting fluorescent diamonds during a pandemic is a viable opportunity. However, historically, diamonds do well in times of crisis, as people turn to more symbolic and emotional purchases. And the concept of inner light certainly resonates in a time of darkness.

The venture is also supported by ongoing science and gemological research on fluorescence. Jason Quick, executive director of American Gem Society Laboratories, explains: “One of the ways we like to think about fluorescence is to compare with fancy color diamonds; both phenomena are due to very interesting optical centers within the crystal lattice that absorb or interact with light at different wavelengths. Is a fancy vivid pink diamond due to something that went wrong during its natural formation? Or is it due to a natural process that went amazingly, beautifully right? Likewise, fluorescence can also be viewed and appreciated as a cool natural phenomenon adding character and dimension to the diamond.”

As the industry grapples with the current pandemic, Alrosa believes fluorescence is the way of the future. “We believe fluorescence is relevant, especially during what we are experiencing today,” says Foerster. “We must all look inside ourselves and find our inner light, for positive energy and moving forward.”

Source: DCLA

A Diamond’s Secret Inner Light

During this unprecedented time, there has never been a more meaningful moment to overcome challenges, to make a connection to products that are symbolic, and to maintain a positive outlook. That’s the idea behind the movement to promote fluorescent diamonds, a naturally occurring characteristic that occurs in 25–35% of diamonds.

Simply put, fluorescence is the presence of nitrogen in carbon that, when exposed to UV, or black, light, emits an inner glow, primarily blue in color. In the past, the fine jewelry industry misjudged these naturally occurring characteristics as flaws and a reason to discount the gems using milkiness as the main argument. But milky fluorescent diamonds are extremely rare, and the vast majority of fluorescent diamonds are not milky.

In fact, fluorescence is a valuable identifying feature of natural diamonds and can add to the aesthetic beauty of the stones. HRD Antwerp, a European authority in diamond certification, conducted a study in 2018 and found that fluorescence, under normal conditions and even when outdoors, has a positive influence on the color of diamonds. And jewelers are taking advantage of optical attributes, specifically glow-in-the-dark characteristics, for their designs. You won’t see the underlying pattern until the right conditions are met—a secret that the consumer may choose to share with others, or not.

Rebecca Foerster, president of the Alrosa, USA Inc., an affiliate of the world’s largest diamond mine, Russia-based Alrosa Group of Companies, is on the forefront of changing the industry’s perception of fluorescence. The company is developing a new line of fluorescent diamonds in commercial quantities, launching a brand.

“It’s a new story to tell, a new customer experience, and a business opportunity,” says Foerster, adding that Alrosa’s consumer studies reveal the majority of respondents said they would be willing to pay premium prices for fluorescent stones. “Our values may realign, our priorities may shift, and what better time to apply this same kind of thinking and perspective to diamonds? We need today’s consumer to find new ways to connect to natural diamonds.”

One might question whether promoting fluorescent diamonds during a pandemic is a viable opportunity. However, historically, diamonds do well in times of crisis, as people turn to more symbolic and emotional purchases. And the concept of inner light certainly resonates in a time of darkness.

The venture is also supported by ongoing science and gemological research on fluorescence. Jason Quick, executive director of American Gem Society Laboratories, explains: “One of the ways we like to think about fluorescence is to compare with fancy color diamonds; both phenomena are due to very interesting optical centers within the crystal lattice that absorb or interact with light at different wavelengths. Is a fancy vivid pink diamond due to something that went wrong during its natural formation? Or is it due to a natural process that went amazingly, beautifully right? Likewise, fluorescence can also be viewed and appreciated as a cool natural phenomenon adding character and dimension to the diamond.”

As the industry grapples with the current pandemic, Alrosa believes fluorescence is the way of the future. “We believe fluorescence is relevant, especially during what we are experiencing today,” says Foerster. “We must all look inside ourselves and find our inner light, for positive energy and moving forward.”

Source: DCLA

Alrosa steps up efforts to brighten fluorescent diamond sales

Russia’s Alrosa the world’s top diamond miner by volume, is betting on a new strategy to boost its sales amid an industry-wide slowdown that has hit small companies the hardest.

The state-owned company is now selling naturally occurring fluorescent diamonds mixed with others. At the same time, it’s holding talks with global jewellery retailers about jointly marketing its ‘Luminous Diamonds’ brand, which uses the glowing stones.

Fluorescence, a bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to 35% of diamonds, according to the Gemological Institute of America (GIA).

Fluorescence, a bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to 35% of diamonds, according to the Gemological Institute of America (GIA).

The feature has traditionally been seen as a negative attribute as it can make a diamond appear “milky” or “oily” in direct sun or UV light. Alrosa’s marketing efforts are centred on changing those perceptions.

Glowing diamonds are most common in Russia and Canada due to their proximity to the Arctic, where they are usually found.

GfK market research agency recently conducted a study involving over 4,000 jewellery consumers to determine how they perceived fluorescent diamonds.

The survey revealed that 74% of the respondents in the US didn’t know what they were or were poorly informed about them. When educated, however, over 82% of respondents said they would consider buying a diamond with such a feature. And almost 60% of customers, mostly millennials, expressed their willingness to pay as much as 15% more to obtain a fluorescent diamond.

About half of all diamonds produced globally have some fluorescence, but those in which the feature is “strong”  —  the focus of Alrosa’s campaign —  represent as much as 5-10% of global supply.

Global demand for all types of diamonds fell between 2018 and 2019, affecting small stones producers the most, due to an oversupply in that segment that dragged prices down.

Increasing demand for synthetic diamonds also weighed on prices. Man-made stones require less investment than mined ones and can offer more attractive margins.

Big companies have not been immune to the downward trend. De Beers, the world’s No. 1 diamond miner, reported in February its worst set of earnings since Anglo American acquired it in 2012.

Source: DCLA

Alrosa steps up efforts to brighten fluorescent diamond sales

Russia’s Alrosa the world’s top diamond miner by volume, is betting on a new strategy to boost its sales amid an industry-wide slowdown that has hit small companies the hardest.

The state-owned company is now selling naturally occurring fluorescent diamonds mixed with others. At the same time, it’s holding talks with global jewellery retailers about jointly marketing its ‘Luminous Diamonds’ brand, which uses the glowing stones.

Fluorescence, a bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to 35% of diamonds, according to the Gemological Institute of America (GIA).

Fluorescence, a bluish glow produced by ultraviolet rays (UV), is a characteristic of 25% to 35% of diamonds, according to the Gemological Institute of America (GIA).

The feature has traditionally been seen as a negative attribute as it can make a diamond appear “milky” or “oily” in direct sun or UV light. Alrosa’s marketing efforts are centred on changing those perceptions.

Glowing diamonds are most common in Russia and Canada due to their proximity to the Arctic, where they are usually found.

GfK market research agency recently conducted a study involving over 4,000 jewellery consumers to determine how they perceived fluorescent diamonds.

The survey revealed that 74% of the respondents in the US didn’t know what they were or were poorly informed about them. When educated, however, over 82% of respondents said they would consider buying a diamond with such a feature. And almost 60% of customers, mostly millennials, expressed their willingness to pay as much as 15% more to obtain a fluorescent diamond.

About half of all diamonds produced globally have some fluorescence, but those in which the feature is “strong”  —  the focus of Alrosa’s campaign —  represent as much as 5-10% of global supply.

Global demand for all types of diamonds fell between 2018 and 2019, affecting small stones producers the most, due to an oversupply in that segment that dragged prices down.

Increasing demand for synthetic diamonds also weighed on prices. Man-made stones require less investment than mined ones and can offer more attractive margins.

Big companies have not been immune to the downward trend. De Beers, the world’s No. 1 diamond miner, reported in February its worst set of earnings since Anglo American acquired it in 2012.

Source: DCLA

Diamond fluorescence

There is common misconception that a diamond exhibiting fluorescence under ultra violet light has some kind of colour defect or transparency issue.

This NOT true at all. The naturally occurring fluorescence phenomenon is a unique completely hidden feature, which is present to some level in approximately 30% of all diamonds.

The effect is seen in Diamonds which have Carbon bonds which include boron.

Boron causes the diamond to glow when held under a powerful ultra violet light also known as blacklight.

The amount of boron in the Carbon bond making up the diamond will determine the level of fluorescence.  Fluorescence is rated by the Laboratory as Very Strong, Strong, Medium, Faint, None. This relates to the strength of the fluorescent glow under ultra violet light.

Read More: DCLA

Diamond fluorescence

There is common misconception that a diamond exhibiting fluorescence under ultra violet light has some kind of colour defect or transparency issue.

This NOT true at all. The naturally occurring fluorescence phenomenon is a unique completely hidden feature, which is present to some level in approximately 30% of all diamonds.

The effect is seen in Diamonds which have Carbon bonds which include boron.

Boron causes the diamond to glow when held under a powerful ultra violet light also known as blacklight.

The amount of boron in the Carbon bond making up the diamond will determine the level of fluorescence.  Fluorescence is rated by the Laboratory as Very Strong, Strong, Medium, Faint, None. This relates to the strength of the fluorescent glow under ultra violet light.

Read More: DCLA