Rio Tinto launches new diamond marketing strategy in China

Rio Tinto has launched its latest diamond marketing program in China, stating that the growth in volume from its Argyle mine will help meet Asia’s growing demand for the precious mineral.

Labelled the “Fashion of Diamonds”, the latest initiative by the miner has resulted in numerous creative collaborations with designers and manufacturers, with 13 collections comprising of more than 90 pieces of diamond jewellery unveiled in Shanghai.

Managing director of Rio Tinto’s Diamond business, Jean-Marc Lieberherr, said the next phase of the company’s China marketing strategy is set to take advantage of increasing demand for diamond jewellery.

“Rio Tinto Diamonds initially launched its China strategy in 2010 at Shanghai Work Expo. Since that time we have continued to focus on developing together with our trade and retail partners the diamond fashion jewellery market in China, creating opportunities for diamond purchasing beyond the solitaire engagement ring,” Lieberherr explained.

The initiative is set to provide Chinese traders with retailer support material including marketing, training and a dedicated website.

Rio Tinto is one of the world’s major diamond producers and the only mining company that sells its diamonds by mine and country of origin.

The miner holds a 100 per cent stake in both the Australian Argyle mine and the Bunder project in India.

It also controls 60 per cent of the Diavik mine in Canada, and has a 78 per cent interest in the Murowa mine in Zimbabwe.

It also operates a cutting and polishing factory in Perth for the rare pink diamonds from it Argyle mine.

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