Program aims to educate young consumers about mined stones’ positive qualities.
Company expects jewel to fetch up to $1.9 million at New York auction.
Company wants consumers to view it as a full jewelry brand rather than a charms business.
Like-for-like at sixth tender falls 2.6% from previous sale.
Category reached new record high of $15.49 billion for the full year.
Pear-shaped, D-color, internally flawless stone will lead June 7 Magnificent Jewels sale.
Challenging market and unfortunate timing impact Swiss show.
Sum is second-highest price ever paid for a diamond of its color and size at the auction house.
Naturals have a strong chance of succeeding in a quality-conscious market, jewelers argue.
Allnatt diamond was originally lead item on offer, expected to fetch $7.2 million.
Market Comment