Rio Tinto’s marketing model well received at premier diamond trade show
New York, NY, June 16, 2011 - Rio Tinto’s diamonds business was showcased in a number of venues at the recent Jewelers Circular Keystone (JCK) trade fair at Las Vegas. The trade fair, including the exclusive JCK LUXURY program was held from May 31 through to June 6, and provided the opportunity for Rio Tinto to support its Select Diamantaires and to participate in important industry dialogue.
On show at the inaugural Rio Tinto booth were a number of elements of its well established marketing mix. Rare pink diamonds were displayed, along with a “champagne toast” in recognition of the 25 year anniversary of the Argyle Diamond Mine, the world’s largest producer of coloured diamonds. High visibility was also given to the gems from Rio Tinto’s Diavik diamond mine in Canada.
According to Rebecca Foerster, Manager of Rio Tinto’s US representative office for Diamond sales and marketing, “ We were delighted with the response to our booth in Las Vegas – Rio Tinto’s diamonds
business is built on differentiating its diamonds by mine and country of origin and we pride ourselves on providing a package of support services to our Select Diamantaires.”
A key feature of Rio Tinto’s presence at this year’s Las Vegas show was their participation in a number of education forums, including a focus on sustainable jewellery and what this means to the US consumer. Initial research commissioned by Rio Tinto indicates that the US consumer is starting to engage in a dialogue around diamond provenance and that this will have important consequences for producers, designers and retailers.
According to Jean-Marc Lieberherr, general manager for the sales and marketing of all Rio Tinto diamonds
"Whilst it is early days yet, there is sufficient evidence to suggest that increasingly the consumer wants to know that their jewelry has been produced with integrity and that this will increasingly become a point of differentiation.”
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