Correcting and Replacing Alrosa Set to Host Second Annual True Colors Auction in September

Business Wire
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The “True Colors” Collection unique colored diamonds will be auctioned on a digital platform in September 2019. (Photo: Business Wire)
The “True Colors” Collection unique colored diamonds will be auctioned on a digital platform in September 2019

HONG KONG–(BUSINESS WIRE)–Please replace the release dated September 13, 2019 with the following corrected version due to multiple revisions.

ALROSA, the world leader in diamond mining is set to host the second annual True Colors auction of natural color diamonds first time through its online platform, between 16th to 23rd September, while buyers will have the opportunity to view the diamonds at the Hong Kong Jewellery & Gem Fair between 16th to 20th September. Looking back at the last auction in 2018, over 210 unique colored diamonds were sold at the total value of $9 million.

The “True colors” collection consists of more than 200 polished diamonds of various shapes and colors with GIA-certificates; the collection presents some of the most rare and valuable natural color diamonds in the world, such as: a 18.07-carat, IF, pear-cut intense yellow diamond, a 6.78-carat, emerald-cut, vivid yellow diamond, a pair of pear-cut Vivid Purplish Pink diamonds (0.54-carat, VVS1 and 0.55-carat, IF). This is a unique opportunity for buyers to buy polished diamond directly from the world’s largest diamond mining company without third-party fees.

The “True Colors” Collection unique colored diamonds will be auctioned on a digital platform in September 2019.

With an in-house cutting division, ALROSA is able to assure all the diamonds on the platform are traceable with its unique ID and provide a guarantee of 100% responsible and natural origin with every stone. Set to take place via ALROSA online platform, this year’s auction has something special for buyers and diamond enthusiasts. Each diamond on auction will come with a story of origin, a special extended digital ‘passport’ tracing the diamond’s journey from mine and will include intricate details such as the name of the polisher. To make the buyer’s journey more interactive, a customizable movie about every concrete diamond on the platform is also available for diamond enthusiasts.

Last year, over 100 participants from around the world logged onto ALROSA’s electronic trading platform for the auction, with Chinese companies being particularly active in the bidding.

“The inaugural True Colors auction took place in 2018 and was an instant success, with 210 unique diamonds being sold in the first round and a total of $9 million in sales. We saw a particular interest in natural color diamonds from Chinese buyers, which is why we will be launching a digital campaign in the Greater China, for us to better engage with and further grow in this market,” says Pavel Vinikhin, Director of the DIAMONDS OF ALROSA cutting division.

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“ALROSA is set to become the leader in the natural color diamonds market, and the success of the previous auction was a testament to the strength of the company’s brand. As a company, we will continue to seek to innovate ways to engage with our customers, as well as continue to introduce new diamond collections to the market,” Evgeny Agureev, Director of the United Selling Organization of ALROSA.

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