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Rio Tinto has launched its latest diamond marketing initiative in China. Under the name of “The Fashion of Diamonds”, the strategy has resulted in a number of creative collaborations with designers and manufacturers. The 13 collections, comprising more than 90 pieces of diamond jewellery, have been unveiled in Shanghai.
Jean-Marc Lieberherr, Managing director of Rio Tinto Diamonds said, “I am delighted to be in Shanghai to see the results of this next phase in our China market strategy. Increasing wealth will continue to underpin China’s demand for diamond jewellery which is in strong demand as a fashion accessory.
“Rio Tinto Diamonds initially launched its China strategy in 2010 at Shanghai World Expo. Since that time we have continued to focus on developing together with our trade and retail partners the diamond fashion jewellery market in China, creating opportunities for diamond purchasing beyond the solitaire engagement ring.”
The growth in volume from Rio Tinto’s Argyle underground mine will help meet China’s growing demand for diamonds and diamond accessories, as the quality of Argyle diamonds is ideally suited for fashion jewellery in China.
Extensive market research underpins “The Fashion of Diamonds” initiative and the five designers who collaborated with Rio Tinto Diamonds – Fei Liu, Zhong Hua, Aya Kamimura, Wen Wei Tong and Huang Chao Yan – used Argyle diamonds to translate the market research findings into reality.
Rita Maltez, Manager of Rio Tinto Diamond’s Greater China Representative Office said, “The time is perfect to introduce these stunning new fashion jewellery collections. They are inspired by notions of nature, romance, shapes and patterns and are symbolic of a new era in China’s jewellery industry, one that will be more design driven than ever.”
“The Fashion of Diamonds” initiative provides the Chinese diamond trade with retailer support materials including marketing, training and a dedicated website.
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