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. Last Updated: 07/27/2016

Russia, De Beers to Launch Advertising Campaign

Russia and South African diamond giant De Beers will Tuesday start a joint diamond advertising campaign to whip up interest among Russians in precious stones, officials said.

"Living here one cannot help but see an ever-increasing interest in luxury products," Raymond Clark, head of De Beers' Moscow office, told a news conference Monday. "It therefore seems to be an entirely right moment to build on this growing interest."

De Beers will finance the campaign, which is the company's pilot marketing project in Russia. It will act together with Russian jewelry trading firm Yuvelirprom.