Rio Tinto Promotes “Diamonds with a Story” at Luxury Show

(IDEX Online News) – Even as Rio Tinto continues to talk about divesting from its diamond business, the multi-miner has launched a new scheme at the Luxury tradeshow to help promote diamond sales.

Called “Diamonds with a Story,” the program, which was created in conjunction with trend expert Paola DeLuca, breaks down diamond design into four categories: Indigenuity, Nostalgia, High Vibrancy and Ecomagniation.

Indigenuity emphasizes Rio Tinto’s connection with indigenous communities around its mines in Canada and Australia; Nostalgia reinterprets decorative and influential styles from the past, with special emphasis on the interplay between black and white diamonds; High Vibrancy concerns the “new fashion transformation” while Ecomagination focuses on nature.  

These categories, say Rio Tinto, resonate across the counter and give retailers something to talk about, thereby driving diamond sales. In addition, according to research conducted by the company, “Generation Y” customers are especially drawn to the narrative behind their purchases and are willing to pay a 5 percent premium on diamond jewelry that comes with a backstory.

While these new categories are geared towards jewelry created by Rio Tinto Select Diamantaires, there is no doubt that emphasizing the romance behind diamonds is something everyone needs to be talking about.

Luxury runs until June 4. JCK Las Vegas runs from June 1-4.