Russian Government Approves New Guidelines to Inform Jewelry Buyers: Only Natural Stones Can Be Called Diamonds
One of the crucial changes focuses on protecting the rights of consumers who purchase jewelry with synthetic stones (those synthesized using technology and equipment). Sellers are now required to clearly disclose the synthetic origin of these stones and are prohibited from using the term “diamond,” its derivatives, quality or color characteristics, or carat weight (only weight in grams is permitted). Labels and tags must mark these stones as “synthetic” (or “Synth.”). Besides, a ban is introduced on using terms that might mislead consumers into thinking the stone is natural, such as “precious,” “real,” “genuine,” “natural,” “mined”, “mineral,” “eco-friendly,” and similar phrases. These requirements apply to all forms of consumer information: tags, websites, advertisements, certificates, and the like. According to the new rules, the proper term for cut diamonds that are not of natural origin is “cut synthetic diamond.”
Information about a piece of jewelry and its inserts, characteristics, and origin must now be presented in a way that lets buyers make well-informed decisions before they buy.
“The main goal of the new rules is to improve transparency in the jewelry display and protect consumers. Buying precious items is a significant purchase, often associated with gift-giving, family history, and lasting value. That’s why buyers should see clear and trustworthy information about a gemstone’s origin to make an informed decision. These approved changes aim to make relationships between jewelry sellers and consumers more honest and transparent,” noted Alexey Moiseev, Deputy Minister of Finance of the Russian Federation.
Currently, a lack of clear terminology allows some sellers to blur the lines between two different product categories: Items with synthetic stones can be marketed as if they’re on par with jewelry featuring natural diamonds, often sold at similar retail prices. At the same time, the cost price and wholesale cost of such inserts are much lower. Industry analysts and market participants report that, in certain categories, the wholesale price of synthetic stones is already under 70 USD per 0.2 grams (1 carat). The new rules make this price difference transparent to buyers and reduce the risk of overpaying for items with misrepresented origins.
This approach aligns with international practice. GIA, one of the world’s leading gemological institutes and the developer of the “4Cs” (color, clarity, carat weight, cut) system for assessing diamonds, decided to stop using this system to assess synthetic stones in 2025. This decision mirrors a broader trend in the jewelry market: natural diamonds and synthetic stones should be described using different terminology so that a buyer could clearly understand the origin and category of the product.
According to the Russian government’s order, jewelry offered for sale must have sealed tags (labels) specifying the product name, manufacturer or importer, country of origin, article and/or model number, total weight of the item, name of the precious metal and its fineness (hallmark), as well as details about precious stone inserts: their name, weight, cut shape, and characteristics, and the names of any nonprecious stone inserts. The unique identification number of a jewelry item on the tags and price tags must match the number found in the two-dimensional barcode on the item.
ALROSA adopts Natural Diamond Promotion Program till 2030
