Rio Tinto Diamonds is going to debut its Oculus Rift, a technology, at the JCK Las Vegas show. Through this Oculus Rift, Rio Tinto intends to provide an interactive virtual journey into its Diavik Diamond Mine in Canada.

Brandee Dallow, manager of Rio Tinto Diamonds North American representative office, said, “The interactive technology brings to life the mining experience in a very compelling way. Our goal in showcasing Oculus Rift at this year’s JCK Show is to start the dialogue with our customers and other members of the diamond jewellery industry about the new approaches available to better capture the next generation consumer.”

Rio Tinto has custom designed the Oculus Rift experience in partnership with New York based Bravo Media Inc. Oculus Rift, a virtual reality headset, provides a completely immersive, computer generated environment that allows the user to feel the experience of flying above the coast of Canada and landing at the Diavik Diamond Mine. From here the user is taken on an interactive journey down the mine.

“It is important for the diamond industry, from the trade through to the final consumer, to gain an understanding of where Rio Tinto’s diamonds come from and how they are mined. The mine to market story is very important to us and so we are delighted to present this new tool to the industry,” said Ms Dallow.