Rio Tinto has just announced a new diamond marketing initiative in China to appeal to the luxury appetites of wealthy consumers. The Fashion of Diamonds comprises 13 collections of Argyle diamond–set jewels made in collaboration with five designers: Fei Liu, Zhong Hua, Aya Kamimura, Wen Wei Tong, and Huang Chao Yan. Jewels total in excess of 90 pieces of pieces, and were unveiled recently in Shanghai, where the diamond miner first shared news of its China strategy in 2010.
Jean-Marc Lieberherr, managing director of Rio Tinto Diamonds, told the media that increasing wealth in China would “underpin its demand for diamond jewelry.” Rio Tinto further aims to develop “trade and retail partners the diamond fashion jewellery market in China, creating opportunities for diamond purchasing beyond the solitaire engagement ring,” he stated in a release. The initiative also provides retailers with marketing materials, training, and a website.