Global mining company Rio Tinto has announced the launch of a new marketing program for diamonds produced from its Argyle diamond mine in Australia. The program, launched in Beijing, in response to what the company sees as growing consumer and trade interest in diamond provenance, aims to provide Chinese consumers with confidence that each “Australian DiamondTM” they purchase is natural, authentic and originates from the Argyle diamond mine.
“Increasingly the value of a diamond is tied to where and how the diamond was mined, how it was cut and polished, and the process of bringing it to sale,” says Bruno Sané, General Manager of Marketing for Rio Tinto Diamonds. “This is a very reasonable expectation that is steadily reshaping the diamond industry for the better.”
Rio Tinto further confirms that as of 2016, all of its global marketing activities will be focused on diamonds and jewelry collections that are tracked from the source and have a clear and transparent supply chain. The company says its independently-audited proprietary ‘chain of custody’ system gives authorized suppliers and retailers access to a trademark and a suite of marketing materials including a Certificate of Authenticity to accompany jewelry that passes through the system.
Commenting on the new marketing program, Rita Maltez, Director of Rio Tinto Diamonds for Greater China says: “Diamonds from Australia promise a deep authenticity, which, for Chinese consumers, is as desirable as our diamonds.”
Continues Maltez: “…I am delighted to be able to present this new programme which is all about providing consumer confidence and encapsulating the essence of the birthplace of Rio Tinto’s Argyle diamonds – rugged landscapes, a rich heritage and raw luxury distilled into beautiful jewellery.”
A Canadian Diamonds program, covering Rio Tinto Diamond’s share of the production from the Diavik mine in Canada, is expected later this year according to a report by JCK’s Rob Bates.