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Rio Tinto intends to develop diamond fashion jewellery in China
Collaborates with local and international designers for the same
By: Diamond World News Service
Sep 4 2013 9:07PM
Reference: 8186  

Rio Tinto's strategic decision to develop the diamond fashion jewellery market in China has led it to collaborate with talented local and international jewellery designers in an exciting new market development in China.

The design collaboration is the next stage in the company's said strategic plans, and thus create opportunities for diamond purchasing beyond the solitaire engagement ring.

Inspired by Rio Tinto’s Argyle diamonds, five designers - Fei Liu, Huang Chao Yan, Aya Kamimura, Wen Wei Tong and Zhong Hua - were invited to create jewellery collections for the Chinese market.

Leading designer Fei Liu who has won international acclaim for his bespoke jewellery, commented on his collaboration with Rio Tinto, “My work with diamond fashion jewellery is an adventure, an exciting journey. Not only does it change my understanding of diamonds, more importantly, it allows more people to experience my designs.”

Incorporating design insights from market research and industry trends, the result is 13 fashionable and accessible collections in tune with Chinese consumer’s needs.

According to Rita Maltez, Manager of Rio Tinto’s Greater China Representative Office, “This initiative brings to life the innovative design talent that is so important as the Chinese market for diamond jewellery continues to develop. “The collections are stunning examples of what can be achieved when creative talents come together with a shared vision – in this case the vision to redefine jewellery for women across Greater China.”

Initial test marketing of the collections has been very positive and the 13 collections will feature in Rio Tinto’s inaugural The Fashion of Diamonds publication which will be launched with the collections in Shanghai in November.

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