In a bid to create “opportunities for diamond purchasing beyond the solitaire engagement ring” Rio Tinto launched a new range Argyle diamond jewellery collections at the Hong Kong International Jewellery Show held recently.

“The new collections are part of Rio Tinto’s ongoing investment to develop the diamond fashion jewellery market in China,” says a news release from Rio Tinto.

 The latest international trends in design were deconstructed by PDLG Creative Intelligence. The organisation also demonstrated how these translate into diamond fashion jewellery for the Chinese consumer.

 “Trends are increasingly global and consumers around the world have the same desire; to express themselves through diamond jewellery,” said PDLG Creative Intelligence creative director and forecaster Paola De Luca. “I’m delighted to be able to share these global design directions tailored especially for Rio Tinto’s trade partners in the Chinese market.”

Rio Tinto Diamonds says that in the five years that it has been present in China, it has “witnessed this market’s appetite for global jewellery trends”.

“We entered the Chinese market in 2010 after identifying the beginning of a long term trend of Chinese consumers adopting diamond jewellery as an every-day fashion accessory,” explained Rio Tinto Diamonds Marketing general manager Bruno Sané. “Over the ensuing years we have been delighted to see this trend accelerate.”

Rio Tinto believes that increased volumes of diamonds from its Argyle underground mine in Australia will cater to  China's growing demand for diamonds and diamond accessories, “as the quality of Argyle diamonds is ideally suited for fashion jewellery”.

Rio Tinto provides the Chinese diamond trade comprehensive support including on the design front, research, training and marketing under its ‘The Fashion of Diamonds’ initiative.

Photo caption:

Rio Tinto has introduced its latest range of Argyle diamond jewellery collections as part of its ongoing investment to develop the diamond fashion jewellery market in China. Image courtesy of Rio Tinto Diamonds.