Rio Tinto unveils 7 jewellery collections under Nazraana initiative

Rio Tinto Diamonds completed 25 years of its Mumbai office, which it celebrated by launching seven jewellery collections under its flagship diamond jewellery initiative, Nazraana™. Vikram Merchant, Manager of Rio Tinto Diamonds Mumbai office and responsible for the Nazraana™ initiative said, “by developing visibly differentiated diamond jewellery, Nazraana is now positioned as a highly aspirational yet affordable brand that is poised to drive sales across the entire product category.”

The new Nazraana™ collections focus on gift giving occasions in India and are based on seven themes: Love, Infinity, Heritage, Spirituality, Contemporary, Floral and Men’s Luxury. Paola DeLuca, International jewellery consultant for Nazraana™ said, “We have taken many of the very beautiful Indian traditions and designs and presented them in a contemporary manner.”

The launch took place at the Indian International Jewellery Week (IIJW), with the collections being unveiled by Yami Gautam, Bollywood actress and Brand Ambassador for Nazraana™, and Sonam Kapoor, Bollywood actress and Brand Ambassador for India’s peak diamond industry body, the Gem and Jewellery Export Promotion Council.

The 25th anniversary milestone was a mark to celebrate the past and plan the future. Jean-Marc Lieberherr, Managing director of Rio Tinto Diamonds said, “The new Nazraana™ collections are symbolic of our enduring partnership with Indian diamond industry. They are the latest in a range of innovative marketing initiatives that have been built on a strong track record of working collaboratively with our Indian partners and the industry, to create demand throughout the pipeline. Twenty five years ago very few people would have predicted that India would become the powerhouse of the diamond industry. We are so proud of being part of the journey and we are excited to look to a future that encompasses many opportunities for the Indian diamond industry, from the mine to the market.”