Rio Tinto launches “Diamonds with a Story” initiative
Rio Tinto Diamonds has launched its new marketing initiative, “Diamonds with a Story” at
the JCK LUXURY show in Las Vegas. The “Diamonds with a Story” initiative aims to take consumer on a journey that encompasses the rich palette of stories that make up Rio Tinto Diamonds global diamond business.
Findings from qualitative and quantitative research undertaken by The Shand Group
indicated that more than 75% 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.
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.”
Rio Tinto’s diamonds business spans five continents and through its diverse productions
it has a presence in all major diamond markets. The Diamonds with a Story initiative will
inform diamond buyers, manufactures and consumers about the unique provenance and
personality of Rio Tinto’s diamonds. The initiative is supported by marketing materials
that will be an important point of differentiation for Rio Tinto’s global diamonds business.