Rio Tinto Diamonds officially launched the Select Diamantaire Mark today, a mark of formal recognition, for exclusive use by its direct customers. The Mark enables Rio Tinto Diamonds' customers to associate themselves and their products with Rio Tinto Diamonds, in their business to business marketing efforts. The use of the mark is entirely free, voluntary and at the Select Diamantaire’s discretion.  

 

 

The launch also sees the publication of Rio Tinto’s Select Diamantaire Annual Guide, a directory of the Select Diamantaires to facilitate sales around the world. The guide introduces potential diamond and jewelry buyers to each firm, providing in-depth profiles of their products and services, as well as their diverse histories.  

 

Prior to the launch, IDEX Online spoke to Jean Marc Lieberherr, general manager of marketing of Rio Tinto Diamonds.

 

Edahn Golan: What approach is Rio Tinto Diamonds taking in going downstream?

Jean Marc Lieberherr: We wish to be a B2B organization, we have no interest in B2C, retailing is not our agenda. We do take a close interest in what is happening down the value chain. Understanding it will allow us to make the right propositions for our B2B2C clients, for example, our Champaign diamond efforts in the U.S. [through the Natural Color Diamond Association NCDIA, of which Lieberherr is vice president].

 

We are involved in promoting, developing, and helping retailers such as JC Penney with promoting Champaign diamond jewelry. To give another example, we give our clients access to the Mine Pass. A retailer can offer a consumer information about a Rio Tinto diamond – where and when it was mined – provide the consumer with a story about the diamond, giving the diamond a little extra value.

 

EG: Are you considering the Aber model of owning a mine and a retail operation?

JML: No. We are a mining company. In any case, we are not interested in creating a [consumer] Rio Tinto Diamonds brand.

 

EG: Could you explain Rio Tinto Diamonds' objective, as stated by the company, "to work with our Select Diamantaires in a way that recognizes the specificity of their business model, their position in the value chain”?

JML: We have a diverse diamond production profile. To be able to offer this diverse product we need a diverse customer base. We don’t think there is one particular correct business model. Some goods require a client that is also a jeweler and can set the diamonds in jewelry, other goods need someone that can move them quickly.

The spirit is to improve relations with clients and underline the strong partnership between us.

 

EG: Inviting clients to use the Select Diamantaire Mark on their business cards and advertising – is this B2B branding?

JML: We need to be recognized. The Rio Tinto Group is at the forefront of responsible practices such as protecting the environment and supporting local communities. Providing a high profile is good for our customers and the industry. We understand that you need to add value to your customers or lose them.

 

The Select Diamantaires of 2006 are:

Diamat Amadena LLC, New York

Arslanian Cutting Works, NWT Canada

Bronner Trading Company, Antwerp

Crisdiam, Antwerp

D.D. Manufacturing, Antwerp

Diambel, Antwerp

Diarough, Antwerp

E. Schreiber, New York

Gemmata, Antwerp

Horizon Diamonds, Antwerp

IDH Diamonds, Antwerp

Munic Gems, Antwerp

Moshe Namdar & Co., Tel Aviv

D. Navinchandra & Co., Mumbai

Overseas Diamonds, Antwerp

Poddar Diamond Ltd., Mumbai

Revashankar Gems, Mumbai

Rosy Blue, Antwerp

Sauraj Diamonds, Antwerp

Sheetal Group, Mumbai

Soradiam, Antwerp

Suashish Diamonds, Mumbai

SunDiamond Group, Antwerp

Vijaydimon, Antwerp

Waldman Diamond Group, Tel Aviv

 

Rio Tinto’s diamond mining interests include the Argyle Diamond mine in Australia, the Diavik Diamond Mine in Canada and the new Murowa Diamond Mine in Zimbabwe.