Alex Popov is the founder and CEO of the AP Diamond Consult, an agency that is active in luxury distribution and retail in the Russian Federation, CIS countries and the Baltic states. He is also the joint Joint CEO at Art Alliance deLuxe Ltd.

In 2005, Mr. Popov was instrumental in the founding of the first, private Russian diamond and jewellery exchange. His work and relentless efforts ultimately led to the the acceptance of the Moscow Diamond Bourse (MDB) as a member of the World Federation of Diamond Bourses (WFDB) He has since served as a board member, CEO, vice-president and was elected MDB president in 2008.

Mr. Popov is one of the founders of the World Diamond Mark project and together with his colleagues Suresh Hathiramani of Singapore and Rami Baron of Australia, has created the WDM business model. He currently serves as the Chairman of the World Diamond Mark Foundation. He also holds a seat on the Executive Committee of the WFDB. He currently is Chairman of World Diamond Mark Foundation; President Moscow Diamond Bourse and Chairman at Indo-Russian Jewellery Foundation.