Rio Tinto said it will focus its global diamond sales and marketing initiatives on tracked jewellery collections with a clear and transparent chain of custody, from the mine to the market.
“We see a unique business opportunity for the industry to tap into the changing expectations of a new generation of consumers who want to know where their diamonds come from,” said Bruno Sané, general manager of marketing for Rio Tinto Diamonds.
Rio Tinto Diamonds’ participation in the Las Vegas trade show was dominated by a focus on provenance and the business opportunity it provides all participants in the diamond and jewellery supply chain.
“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. This is a very reasonable expectation that is steadily reshaping the diamond industry for the better,” said Simon Trott, managing director of Rio Tinto Diamonds.
During its visit to Las Vegas, the company formally launched the 2016-2017 Diamonds with a Story collections developed by six US designers -Paige Novick, Xiao Wang, Jennifer Dawes, Matthew Campbell Laurenza, Suzanne Kalan and Sandy Leong.
“These collections, using Australian tracked diamonds, were designed according to the latest consumer trends and are available to retailers through Rio Tinto’s manufacturing partners,” the company said in a press release.