Rio Tinto launches ‘The Fashion of Diamonds’ - diamond marketing initiative in China

Rio Tinto launched a diamond marketing initiative in China, entitled ‘The Fashion of Diamonds’. Jean-Marc Lieberherr, Managing director of Rio Tinto Diamonds said, “I am delighted to be in Shanghai to see the results of this next phase in our China market strategy. Increasing wealth will continue to underpin China’s demand for diamond jewellery which is in strong demand as a fashion accessory.

“Rio Tinto Diamonds initially launched its China strategy in 2010 at Shanghai World Expo. Since that time we have continued to focus on developing together with our trade and retail partners the diamond fashion jewellery market in China, creating opportunities for diamond purchasing beyond the solitaire engagement ring.”

The new launch involves collaborations with designers and manufacturers, resulting in 13 collections of over 90 pieces of diamond jewellery being unveiled in Shanghai. The initiative involved extensive market research. Five designers who collaborated with Rio Tinto Diamonds - Fei Liu, Zhong Hua, Aya Kamimura, Wen Wei Tong and Huang Chao Yan - used Argyle diamonds to translate the market research findings into reality.

Rita Maltez, Manager of Rio Tinto Diamond’s Greater China Representative Office said, “The time is perfect to introduce these stunning new fashion jewellery collections. They are inspired by notions of nature, romance, shapes and patterns and are symbolic of a new era in China’s jewellery industry, one that will be more design driven than ever.”

“The Fashion of Diamonds” initiative provides the Chinese diamond trade with retailer support materials including marketing, training and a dedicated website.

The growth in volume from Rio Tinto's Argyle underground mine will help meet China's growing demand for diamonds and diamond accessories, as the quality of Argyle diamonds is ideally suited for fashion jewellery in China.