Rio Tinto Diamonds Launches its “Diamonds with a Story” Initiative
03 June 2012
Rio Tinto Diamonds has launched its new marketing initiative, “Diamonds with a Story” at the prestigious JCK LUXURY show in Las Vegas. The “Diamonds with a Story” initiative aims to take the jewellery trade and ultimately the consumer on a journey that encompasses the rich palette of stories that make up Rio Tinto Diamonds global diamond business.
Findings from qualitative and quantitative research undertaken by The Shand Group indicated that more than 75% of consumers care about where their diamond is from, how it is mined and the story behind a piece of jewellery that makes it special. According to Jean-Marc Lieberherr, General Manager for the sales and marketing of diamonds from all Rio Tinto mines, the “Diamonds with a Story” platform is timely and will benefit its partners at all levels in the value chain, “The four Cs are still important, however for today’s consumer we need to go further and explain the other layers which are the human, geological and cultural histories wrapped up in every Rio Tinto diamond.”
Rio Tinto’s diamonds business spans five continents and through its diverse productions it has a presence in all major diamond markets. The Diamonds with a Story initiative will inform diamond buyers, manufactures and consumers about the unique provenance and personality of Rio Tinto’s diamonds. The initiative is supported by marketing materials that will be an important point of differentiation for Rio Tinto’s global diamonds business.
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.
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 (borax, 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.
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