Rio Tinto Launches Australian Diamonds Program in Beijing

(IDEX Online News) – Rio Tinto announced that it has launched its Australian Diamonds program in China to further market support for its Argyle diamonds and in response to growing consumer and trade interest.

The company has been one of the industry leaders in attempting to inform consumers how a diamond was mined, how it was cut and polished and the process of bringing it to sale. Rio Tinto’s global marketing activities for 2016 are focused on diamonds and jewelry collections, tracking their source and displaying a clear and transparent supply chain.

“Diamonds from Australia promise a deep authenticity, which for Chinese consumers is as desirable as our diamonds,” said Rio Tinto Diamonds for Greater China director Rita Maltez.

“Over the past five years we have seen how Argyle diamonds inspire and inform the emerging Chinese diamond fashion jewellery market, from designers, through to retailers and ultimately consumers.”

Rio Tinto’s proprietary ‘chain of custody’ system has been developed with authorised diamond and jewellery manufacturers and retailers and will be independently audited. The company’s authorized suppliers and retailers will have access to a trademark and marketing materials, including a Certificate of Authority.