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Australian Mining reported that Rio Tinto plc (LSE:RIO,ASX:RIO,NYSE:RIO) has launched a new diamond marketing program in China called the Fashion of Diamonds. It has “resulted in numerous creative collaborations with designers and manufacturers,” culminating in 13 collections made up of over 90 pieces of jewelry.
Australian Mining reported that Rio Tinto plc (LSE:RIO,ASX:RIO,NYSE:RIO) has launched a new diamond marketing program in China called the Fashion of Diamonds. It has “resulted in numerous creative collaborations with designers and manufacturers,” culminating in 13 collections made up of over 90 pieces of jewelry.
As quoted in the market news:
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.