Rio Tinto Diamonds has launched its new marketing initiative, “Diamonds with a Story” during the JCK LUXURY show in Las Vegas. The purpose of the same is to narrate to the jewellery trade and further help the information trickle down to the consumer, as to what really makes up the Rio Tinto Diamonds global diamond business. The narrative takes the form of a rich palette of stories.

According to Jean-Marc Lieberherr, General Manager for the sales and marketing of diamonds from all Rio Tinto mines, the “Diamonds with a Story” platform is timely and 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.”

A qualitative and quantitative research undertaken by The Shand Group indicated that more than 75 percent of consumers care about where their diamond is from, how it is mined and the story behind a piece of jewellery that makes it special.

The ‘Diamonds with a Story’ initiative is supported by marketing materials that will be an important point of differentiation for Rio Tinto’s global diamonds business.