A diamond giant plays up its Russian ties to appeal to Americans

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. More from the New York Times: Russians offered business deals to Brexit’s biggest backer High jewelry’s vision of the future (it’s not necessarily gem laden) Breaking the binary Alrosa is a dominant force in the mining industry, and now wants to increase sales in the . Source