The groundbreaking Australian Diamonds™ programme, a diamond provenance and chain-of-custody-focused marketing initiative, is gaining excellent traction in Greater China. Launched by Rio Tinto Diamonds in Beijing in August, the programme, which focused on diamonds and jewellery collections that are tracked from the source, has received widespread support from some of the region’s biggest diamond manufacturers, jewellery makers and retailers.
Eight of Rio Tinto’s Select Diamantaires ensured high visibility for the initiative at the September Hong Kong Jewellery & Gem Fair, by creating dedicated displays at their booths that showcased Argyle diamond jewellery and loose diamonds.
During the 34th edition of the September Hong Kong Jewellery & Gem Fair, JNA spoke to diamond and jewellery manufacturer Diarough, one of the most established names in the business, who demonstrated its mine-to-market business model through a presentation that put its Australian Diamonds™ products front and centre of its offerings. The creative display showed an Argyle diamond’s journey from a rough to a polished stone before taking pride of place in a brilliant piece of trendy jewellery. Further bringing its presentation to life was a video showing the diamond-cutting and polishing process at one of Diarough’s state-of-the-art facilities, which was projected on a giant screen that was integrated seamlessly into the diamond manufacturer’s booth.
“Diarough is one of the few customers of Rio Tinto that has a fully integrated business, that is, from rough manufacturing to jewellery making – using Australian diamonds all the way from the source to the finished product. They can give the guarantee to consumers that these are Australian diamonds,” said Rita Maltez, director of Rio Tinto Diamonds for Greater China.
Certificate of authenticity
The whole diamond sector is benefitting from the Australian Diamonds™ programme, said Naresh Surana, director of Diarough Hong Kong. “We sincerely believe that this programme will lift up the entire diamond industry,” Surana said.
Maltez added, “Rio Tinto’s diamonds are tracked through a Chain of Custody (CoC) system that Diarough has implemented, which gives the assurance that the diamonds it uses are authentic Australian diamonds. Diarough goes one step further and does a double check by also putting the process through NGTC (National Gemstone Testing Center). Hence, they are providing double assurance to their customers.”
Every piece of jewellery that goes through the CoC system is accompanied by a certificate of authenticity provided by Rio Tinto.
“This is the first time really that a mining company is giving this kind of assurance to finished jewellery with small diamonds. This is quite unique,” Maltez said.
In line with its programme, Rio Tinto has introduced its Australian Diamonds™ trademark in Greater China to represent the diamonds from its Argyle Diamond Mine to the trade and consumer markets. With consumers increasingly concerned with how and where their diamonds are mined, and a growing requirement for responsible sourcing in the trade, the company sees this as an opportunity to create value for the entire supply chain.
Mark of confidence
Rio Tinto Diamonds is one of a very few sales operations that is capable of providing the assurance that their diamonds are managed through the supply chain in separate product streams, from the mine to the consumer. Its proprietary CoC system, developed with independent auditors, ensures the traceability and segregation of its diamond productions at all stages of the pipeline.
This allows manufacturers of polished diamonds and jewellery, as well as retailers, to provide their customers with assurance and the claim that their diamonds are natural, authentic and with a known origin.
Rio Tinto Diamonds provides operational support for selected companies to implement its proprietary system in their operations and offers a range of marketing materials to support its claim, including the Australian Diamonds™ trademark.
“The objective of introducing this mark and supporting materials is to provide our Select Diamantaires and their customers with a compelling and differentiated offer,” Maltez said.
The Australian Diamonds™ trademark may be used as a secondary mark of confidence on branded marketing materials developed by Rio Tinto’s Authorised Suppliers — polished suppliers and jewellery manufacturers — and Authorised Retailers.