Jewellery World Magazine - August 2021

News
Has Tiffany gone yellow?
The distinctive robin egg shade of blue, known
colloquially as Tiffany Blue, has been synonymous with
the Tiffany & Co brand since the company’s inception in
1837. The Tiffany Blue Box became one of the greatest
marketing success stories, as it continues to be coveted
as much as the jewellery item inside the box.
In January this year, Tiffany & Co was acquired by LVMH,
the world’s leading luxury products group, and on April
1, #TiffanyYellow was announced. This daring switch
to lemon yellow is a strategy to appeal to younger
generations, and Tiffany Yellow will be featured in select
stores around the globe.
Alrosa introduces nanomarking technology to trace diamonds
Alrosa, Russian miner and the world’s largest producer of rough diamonds by
carats, has introduced a ground-breaking diamond-tracing technology using
non-invasive laser marking. Unlike traditional laser engraving, this laser marking
cannot be destroyed or polished off. It distinguishes Alrosa’s diamonds from
others, including lab-grown, and allows them to be uniquely identified, providing
detailed information about the diamonds’ origins.
The bold shade does have a historical link to Tiffany &
Co’s history, as founder Charles Lewis Tiffany purchased
the 130-carat Tiffany Yellow Diamond, which is currently
displayed in the Beverly Hills store.
Consumer surveys in the key diamond markets of the United States and China
indicate that diamond tracing is an important factor when making purchases.
Tracing involves registering all stages of a diamond’s life from the mine to the
jewellery store to guarantee its origin.
Unlike other tracing methods which are based on keeping a digital copy of the
diamond, Alrosa’s physical nanomarking allows the stone to be identified with 100
percent accuracy. It also differs from other engraving technologies which mark
closer to the surface of the diamond. The laser nanomark is imprinted inside
the crystal lattice, across the atomic structure of the entire diamond, making
it invisible without a scanner. Diamonds with such nanomarkings have been
successfully certified by the GIA, the industry’s biggest certification centre.
The mark is a three-dimensional code linked to the Alrosa Provenance platform. It
offers in-depth information about the diamond's origin and characteristics, as well
as a unique identification number, photo, video and details about how it has been
cut. Scientists believe that, as the technology evolves, it is likely to become an
important way of embedding large amounts of data within the diamond, including
media files, images and music.
WFDB starts vaccine fund for India
The World Federation of Diamond Bourses (WFDB)
has started a drive to raise funds to help India in its
fight against COVID-19 with the aim to provide free
vaccinations to diamond workers in India.
The program will vaccinate 5,000 diamond cutters in its
first stage.
Diamond Aid, the program led by the WFDB, has raised
thousands of dollars from individual and industry
organisations.
At the time of printing, India was averaging 42,000 new
cases per day with 6.3% of the population fully vaccinated
against COVID-19.
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jewellery world - August 2021