Canadian designer given the ‘royal’ treatment at JCK Las Vegas
by eyetee | June 6, 2013 2:12 pm
By Jacquie De Almeida
Shelly Purdy has a story to tell.
As one of eight designers—and the only Canadian—invited to participate in Rio Tinto’s ‘Diamonds with a Story’ initiative, Purdy’s trip to a diamond mine in the Great White North at the birth of the industry is a tale she is proud to share.
And she got her chance to do just that at an event held at the company’s JCK Las Vegas booth where she showcased her ‘Royals’ collection. Purdy designed the bridal line featuring Canadian diamonds to celebrate the wedding of William and Kate.
“I was thrilled to be invited by Rio Tinto to be a featured designer in the ‘Diamonds with a Story’ campaign and very proud to be representing Canada,” said Purdy, who has come to be known as the Canadian diamond diplomat.
“I was invited to the Northwest Territories in the early days of Canadian diamonds to see for myself the impact of the mines and the positive influence this industry has on the economy and surrounding communities. That was a trip I’ll never forget. I am honoured to be a part of the Canadian diamond industry and to offer these stones to my clients.”
Launched last year, the ‘Diamonds with a Story’ marketing campaign aims to go beyond the four Cs to provide consumers with the human, geological, and cultural histories behind diamonds.
“‘Diamonds with a Story’ is the umbrella signature of our global market development initiatives in both established and emerging markets,” said Bruno Sané, general manager of marketing for Rio Tinto Diamonds.
“It also recognizes that diamonds are not commodities—every diamond has a story worth telling that consumers are keen to hear. The JCK Las Vegas jewellery show provides the perfect opportunity for us to showcase a new initiative under the ‘Diamonds with a Story’ umbrella, which will then be implemented in relevant formats in the all-important Indian and Chinese markets in the next 12 months.”
Research conducted in the United States by Rio Tinto identified the factors consumers look for in the diamonds they purchase. The results formed the basis of 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.Â
“Whilst the United States is a mature market for diamonds, it is a market that is constantly evolving and we are excited by how well the ‘Diamonds with a Story’ platform is resonating,” said Rebecca Foerster, manager of Rio Tinto Diamonds’ U.S. representative office.
“This appetite for innovation is good news for miners, manufacturers, retailers, and ultimately, the consumer.”
Purdy 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 sustainable sourcing and come with certification that can be tracked creates added value to my Canadian jewellery collections.”
Rio Tinto Diamonds holds a 60 per cent interest in Canada’s Diavik Diamond Mine in the Northwest Territories.
For a full report on the Vegas shows, see the August issue of Jewellery Business.
Source URL: https://www.jewellerybusiness.com/news/canadian-designer-given-the-royal-treatment-at-jck-las-vegas/