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Rio Tinto Fosters Market for Fashion Diamond Jewelry in China

Sep 4, 2013 7:29 AM   By Jeff Miller
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RAPAPORT... Rio Tinto's next stage of market strategy in China involved collaborating with local jewelry designers to develop diamond fashion jewelry. Rio Tinto stated that this endeavor in China will continue to create opportunities for diamond purchasing beyond the solitaire engagement ring. The plan was inspired by  Rio Tinto’s successful Argyle diamonds initiative.

Five designers -- Fei Liu, Huang Chao Yan, Aya Kamimura, Wen Wei Tong and Zhong Hua -- created jewelry collections for the Chinese market under Rio Tinto's plan. Initial testing  of 13 collections has been  positive, according to Rio Tinto, and these pieces will be featured in the company's inaugural The Fashion of Diamonds publication, which will be launched with the collections in Shanghai in November.

Leading designer  Liu, who has won international acclaim for his bespoke jewelry, stated, “My work with diamond fashion jewelry is an adventure, an exciting journey. Not only does it change my understanding of diamonds, more importantly, it allows more people to experience my designs.”

According to Rita Maltez, the manager of Rio Tinto’s Greater China representative office, “This initiative brings to life the innovative design talent that is so important as the Chinese market for diamond jewelry continues to develop.

“The collections are stunning examples of what can be achieved when creative talents come together with a shared vision – in this case, the vision to redefine jewelry for women across Greater China,” she said.

Rio Tinto already established a strategic partnership with jewelry retailer Chow Tai Fook to focus on developing the fashion diamond jewelry market in Greater China.

Tags: China, designers, diamond jewelry, Jeff Miller, marketing, Rio Tinto, trends
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