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Rio Tinto Launches ’Diamonds with a Story' Campaign
Jun 4, 2012 2:13 AM
By Dilipp S Nag
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RAPAPORT... Rio Tinto Diamonds launched its new marketing initiative, “Diamonds with a Story” at the JCK Luxury show in Las Vegas, a move that aims to inform diamond buyers, manufactures and consumers about the unique source and personality of the company’s diamonds.
The “Diamonds with a Story” platform is timely and will benefit its partners at all levels in the value chain, according to Jean-Marc Lieberherr, Rio Tinto Diamonds general manager for sales and marketing.
“The four Cs are still important, however, for today’s consumer we need to go further and explain the other layers which are the human, geological and cultural histories wrapped up in every Rio Tinto diamond,” Lieberherr stated.
According to findings from qualitative and quantitative research undertaken by the Shand Group, more than 75 percent of consumers care about where their diamond originates from, how it is mined and the story behind a piece of jewelry that makes it special.
Rio Tinto stated that the initiative is supported by marketing materials that will be an important point of differentiation for its global diamonds business, which spans five continents and has a presence in all major diamond markets.
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Tags:
diamond, diamonds, Diamonds with a Story, Dilipp S Nag, JCK, JCK Luxury show, Jean-Marc Lieberherr, Jewelry, las vegas, Rapaport, Rio Tinto, Rio Tinto Diamonds, Shand Group
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