Rio Tinto that owns the Argyle diamond mine in East Kimberley region of Western Australia has recently launched new collections for US and China, the top diamond jewelry markets.
To drive growth in US, the biggest diamond market in the world, Rio Tinto focused on customer expectations and emotions and worked with 4 leading US jewelry designers – Jennifer Dawes, Suzanne Kalan, Matthew Campbell Laurenza and Sandy Leong, having unique perspective on designs, fashion and jewelry, to convert important consumer aspects in its latest collection of diamond jewelry designs.
Around 72% of Argyle diamonds are brown in color, while 27% are near colorless to light yellow and rest less than 1% pink to red. Touted as ‘champagne and silver natural colored diamonds’, Rio Tinto operates global design platform – ‘Diamonds with a Story’. The new jewelry design collections that will each have 12 – 18 pieces including rings, earrings, necklaces and bracelets of Argyle diamonds and 18k gold, will enhance the US marketing promotions and sales through Diamonds with a Story.
While, for Chinese markets, Rio Tinto launched new jewelry collections to establish diamond fashion jewelry market during the Hong Kong International Jewellery show. Aspirational Chinese consumer demands and trends are same as those of consumers globally, where people are looking for self expression through diamond jewelry, as emphasized by PDLG (Paolo De Luca) Creative Intelligence.
Rio Tinto entered the Chinese market in 2010 and in its 5 years of operations the trend of diamond use for daily fashion statements by Chinese consumers have increased. The new Argyle diamond jewelry collection has been tailor-made keeping the global design trends and Chinese consumer requirements. Rio Tinto works closely with its trade partners in Chinese markets and as element of its ‘The Fashion of Diamonds’ initiative it also supports the diamond trade with design, research, marketing and training activities.
Rio Tinto expects that diamonds from its Argyle mine will help meet growing demand of US and Chinese markets.