Richland Resources Ltd Rolls Out Group-Wide Rebranding Program

(IDEX Online News) – Gemstone miner Richland Resources Ltd recently rolled out its new Capricorn Sapphire brand. The brand will only sell fully certificated sapphire from Australia. The company said the certification will provide buyers and customers with a guaranteed proof of origin.

Sapphire sales will be conducted through a two tier sales system to begin with: via Sight/auction sales with commercial buyers and through an online portal for the

general retail market.

Richland said its www.tanzaniteoneonline.com website will soon be migrated into a new platform at www.RichlandGemstones.com that will host sales of a range of different gemstones.

The company, which previously specialized in tanzanite, will continue to source the stone from the Merelani tanzanite deposit. These goods, which will be rolled out in the second quarter of the year, will be retailed as "Merelani Tanzanite" on the new website.

Richland said that at the core of its brand is an ability to supply the luxury goods market with ethical gemstones of known provenance. “The brand consistency engendered by the group wide launch will look to establish a reputation for the reliable supply of ethically mined, natural gemstones across a growing portfolio of products,” the company announced in a press relase.

"With first sapphire recovery set to begin at our Capricorn Sapphire mine in the coming weeks I am also delighted to start the roll out of our new brand exercise. Our objective is to build a consistent reputation for the ethical mining and sale of colored gemstone," said Richland Resources CEO Bernard Olivier.