Rio Tinto Diamonds launched its new marketing initiative, ‘Diamonds with a Story’, at the JCK Luxury show in Las Vegas last week.
According to Rio Tinto sales and marketing manager Jean-Marc Lieberherr, the new 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”.
The initiative follows recent research undertaken by The Shand Group which shows that more than 75 percent of consumers care about where their diamond comes from and how it was mined.
Lieberherr said ‘Diamonds with a Story’ 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,” he said.
“The Diamonds with a Story initiative will be supported by marketing materials “that will be an important point of differentiation for Rio Tinto’s global diamonds business”.