Rio Tinto has launched its Australian Diamonds™ program in China "to lend further market support to its Argyle diamonds and in response to the growing consumer and trade interest in diamond provenance". Bruno Sane, general manager of marketing for Rio Tinto Diamonds, said: “Increasingly the value of a diamond is tied to where and how the diamond was mined, how it was cut and polished and the process of bringing it to sale. This is a very reasonable expectation that is steadily reshaping the diamond industry for the better.”
Rio Tinto says that from 2016 all of its global marketing activities will be focused on diamonds and jewelry collections that are tracked from the source and have a clear and transparent supply chain. "Over the past five years we have seen how Argyle diamonds inspire and inform the emerging Chinese diamond fashion jewelry market, from designers, through to retailers and ultimately consumers. I am delighted to be able to present this new program which is all about providing consumer confidence and encapsulating the essence of the birthplace of Rio Tinto’s Argyle diamonds – rugged landscapes, a rich heritage and raw luxury distilled into beautiful jewelry.”
Rio Tinto’s proprietary ‘chain of custody’ system has been developed with authorized diamond and jewelry manufacturers and retailers and will be independently audited. Authorized suppliers and retailers have access to a trademark and marketing materials including a Certificate of Authenticity to accompany jewelry that passes through the system.