Rio Tinto Diamonds unveiled the creations of four new designers for its “Diamonds With A Story.” The marketing initiative tells the tale of where a diamond is from and defines market-specific trends, which are then developed into a marketing concept that is meant to fulfill the desires of U.S. consumers. Designers were asked to translate the concept into jewelry using diamonds from the Argyle mine. Each capsule collection — comprised of 12 to 18 pieces — gives retailers a story to tell their customers not only about where the diamonds are from, but the idea behind the design. The “Rain” collection by Sandy Leong was inspired by rain splashing on windows. The jewelry takes the form of long flowing drops connected together and then accented with diamonds. The yellow gold collection includes stacking rings with nine brown diamond beads that echo the movement of rain.
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Article from the Rapaport Magazine - April 2015. To subscribe click here.