RAPAPORT… Rio Tinto has launched an advertising campaign in India that
will highlight a new range of fashion and bridal jewelry featuring Australian
diamonds sourced from its Argyle mine.
The collections featured in the “As Real as You” campaign will
be available at 63 retailers across the nation, and will include designs using
uncut diamonds, known in India as chakri.
The miner will track the stones from mine to finished jewelry
using its provenance system.
“Today’s consumer wants to know where their jewelry comes from,
and the Australian Diamonds program celebrates Rio Tinto’s diamond heritage and
pedigree from a clean, traceable source of diamonds,” said Vikram Merchant,
director of Rio Tinto’s diamond sales and marketing activities in India.
Mithali Raj, captain of the Indian women’s cricket team (pictured), will be
the official ambassador for the new campaign.
Rio Tinto Launches ‘As Real as You’ India Campaign
The Bottom Line
- Rio Tinto introduces the 'As Real as You' campaign in India, featuring fashion and bridal jewelry with Australian diamonds from the Argyle mine.
- The campaign includes designs using uncut diamonds, known locally as chakri, available at 63 retailers nationwide.
- Rio Tinto employs a provenance system to track diamonds from mine to finished jewelry, emphasizing transparency and traceability.
More Stories
Five-Piece Ruby and Diamond Suite to Lead Christie’s Sale
Set comprising necklace, bracelet, earrings, ring and brooch estimated to bring in up to $195,696.
Hong Kong Luxury Sales Improve in September
Revenue from jewelry, watches, clocks and other valuable gifts up 20% year on year.
GIA Obtains Unique Assortment of Gem and Mineral Inclusions
Analytical microscopist gathered collection over six decades.
