Rio Tinto has launched its Australian Diamonds™ programme in China, to lend further market support to its Argyle diamonds and in response to the growing consumer and trade interest in diamond provenance.
Bruno Sane, general manager of marketing for Rio Tinto Diamonds said: “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.”
Rio Tinto has confirmed that from 2016 all of its global marketing activities will be focused on diamonds and jewellery collections that are tracked from the source and have a clear and transparent supply chain.
Rita Maltez, director of Rio Tinto Diamonds for Greater China said:“Diamonds from Australia promise a deep authenticity, which for Chinese consumers is as desirable as our diamonds.”
Rio Tinto’s proprietary ‘chain of custody’ system has been developed with authorised diamond andjewellery manufacturers and retailers and will be independently audited. Authorised suppliers andretailers have access to a trademark and a suite of marketing materials including a Certificate ofAuthenticity to accompany jewellery that passes through the system.
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