Rio Tinto has launched its Australian Diamonds programme in Beijing in response to the growing consumer and trade interest in diamond provenance.
Rio Tinto’s director for Greater China has noticed an increase in customers wanting to know more about a diamonds story and where it has come from.
“Diamonds from Australia promise a deep authenticity, which for Chinese consumers is as desirable as our diamonds,” explains Rita Maltez, director of Rio Tinto Diamonds for Greater China. “Over the past five years we have seen how Argyle diamonds inspire and inform the emerging Chinese diamond fashion jewellery market, from designers, through to retailers and ultimately consumers. I am delighted to be able to present this new programme which is all about providing consumer confidence and encapsulating the essence of the birthplace of Rio Tinto’s Argyle diamonds – rugged landscapes, a rich heritage and raw luxury distilled into beautiful jewellery.”
Rio Tinto’s proprietary ‘chain of custody’ system has been developed with authorised diamond and jewellery manufacturers and retailers and will be independently audited.
Authorised suppliers and retailers have access to a trademark and a suite of marketing materials including a ‘certificate of authenticity’ to accompany jewellery that passes through the system.
“Increasingly the value of a diamond is tied to where and how the diamond was mined, how it was cut and polished and the process of bringing it to sale,” says general manager of marketing for Rio Tinto Diamonds, Bruno Sane. “This is a very reasonable expectation that is steadily reshaping the diamond industry for the better.”
In response to this changing consumer need, Rio Tinto has confirmed that from this year onwards all of its global marketing activities will be focused on diamonds and jewellery collections that are tracked from the source and have a clear and transparent supply chain.