A unique showcase of diamond jewelry is on display in Las Vegas as part of the next phase of Rio Tinto’s “Diamonds with a Story” initiative.
The jewelry, designed for the US market by eight world-class North American designers, is part of an innovative marketing programme encompassing consumer research and creative collaborations with designers, manufacturers and retailers.
According to Bruno Sane, General Manager of Marketing for Rio Tinto Diamonds,
“Diamonds With A Story is the umbrella signature of our global market development initiatives in both established and emerging markets. It is also recognises that diamonds are not commodities, that every diamond has a story worth telling which consumers are keen to hear.
The JCK Las Vegas jewellery show provides the perfect opportunity for us to showcase a new initiative under the ‘Diamonds With A Story’ umbrella, which will then be implemented in relevant formats in the all-important Indian and Chinese markets in the next 12 months”.
Extensive consumer research conducted by Rio Tinto Diamonds in the US has led to the development of four stories, concepts, and ultimately collections that encompass Rio Tinto’s rich palette of diamonds, and that speak directly to the US consumer.
The stories – Shaped by Origin, Cutting Impact, Mixed Medium and Color My World – have resulted in the jewelry collections that address identified consumer’s desire for:
• Identifying the place of origin, the provenance of the diamond they buy;
• Knowing that their diamond purchase is having a positive impact;
• Unique, differentiating designs and concepts that really set them apart;and
• Access to the attractive and luxurious world of natural colour diamonds
The program provides the trade with a suite of material, including point of sale material, designs and training programmes, which can be customised to every situation and used to bring these innovative ideas and concepts to life in a market hungry for new ideas.
According to Rebecca Foerster, Manager of Rio Tinto Diamonds US Representative Office,
“Whilst the US is a mature market for diamonds, it is a market that is constantly evolving and we are excited by how well the ‘Diamonds with a Story’ platform is resonating. This appetite for innovation is good news for miners, manufacturers, retailers and ultimately the consumer”.
About Rio Tinto Diamonds
Rio Tinto operates a fully integrated diamonds business from exploration through to sales and marketing. It is one of the world’s major diamond producers through its 100 per cent control of the Argyle mine in Australia, 60 per cent of the Diavik mine in Canada, 78 per cent interest in the Murowa mine in Zimbabwe and 100 per cent interest in the Bunder project in India. Rio Tinto’s share of the production from its three operating diamond mines is sold through its sales and marketing headquarters in Antwerp, with representative offices in Mumbai, Hong Kong and New York. It also operates a niche cutting and polishing factory in Perth for the rare pink diamonds from its Argyle mine. Rio Tinto is a leading supporter of the Kimberley Process, as well as a founding member of Responsible Jewellery Council.
Website: www.riotintodiamonds.com
About Rio Tinto
Rio Tinto is a leading international mining group headquartered in the UK, combining Rio Tinto plc, a London and New York Stock Exchange listed company, and Rio Tinto Limited, which is listed on the Australian Securities Exchange. Rio Tinto’s business is finding, mining, and processing mineral resources. Major products are aluminium, copper, diamonds, thermal and metallurgical coal, uranium, gold, industrial minerals (borates, titanium dioxide and salt) and iron ore. Activities span the world and are strongly represented in Australia and North America with significant businesses in Asia, Europe, Africa and South America.
Website: www.riotinto.com