“We believe we need to decommoditize the diamond jewellery industry,” Sané said.
“Thanks to our research over the last 12 months in the United States, India, and China, we have four main drivers to why consumers buy diamonds. We have developed selling concepts to inspire retailers. We are a mining company that is looking for value through ideas to re-energize the market.”
In addition to mines in Australia, Zimbabwe, and a project in India, Rio Tinto Diamonds holds a 60 per cent interest in Canada’s Diavik Diamond Mine in the Northwest Territories.
The results of the research helped develop the campaign’s four stories on which the designers’ collections are based. They are:
- ’Shaped by Origin,’ which looks at a diamond’s place of origin;
- ’Cutting Impact,’ which conveys the idea a diamond has a positive impact on its place of origin;
- ’Mixed Medium,’ which differentiates designs and concepts that set them apart; and
- ’Color my World,’ which looks at the world of natural coloured diamonds.
Toronto-based Shelly Purdy was one of eight designers—and the only Canadian—invited to Rio Tinto’s booth to showcase jewellery from her ‘Royals’ collection, which uses diamonds from the Great White North.
She says the conflict-free status of Canadian diamonds in particular appeals to her clients.
“‘Shaped by Origin’ is all about where diamonds are mined and I’ve been using Canadian diamond centre stones exclusively since they first appeared on the market,” she said.
“Being a proud Canadian is only one of the reasons I love these stones. The fact they are mined under the strictest rules of ethical and environmental sourcing and come with certification that can be tracked creates added value to my Canadian jewellery collections.”
At the end of the four-day event, Reed Exhibitions—JCK’s organizer—reported a five per cent increase in attendance over last year’s figures, another indication that retailers are optimistic about the rest of the year.
Sounds like cash registers will be ringing this holiday season.
