Any decisions to cut off trade with Alrosa are likely to fall to individual companies, industry bodies, or distaste from the general public. But Alrosa has become a key source for many of the world's largest jewellers – many of whom remain tight-lipped about whether they will continue to buy Russian diamonds. In the weeks immediately following Russia's invasion of Ukraine, Alrosa deleted its long-term "our customers" list – usually prominently and publicly displayed – from its website.