Rio Tinto has partnered with Indian retailer Joyalukkas to launch an exclusive collection of jewellery made with diamonds from its Argyle mine in Western Australia. This exclusive range of bridal and fashion jewellery known as a Joyalukkas “Limited Edition” Eleganza collection is available at selected stores throughout India.
Ms Raj said, “I am delighted to launch the Joyalukkas “Limited Edition” Australian Diamonds collection. Diamonds were once only accessible to kings and queens and Hollywood royalty. A collection such as this makes these sought-after diamonds far more affordable to a broader range of consumers across India.”
The Joyalukkas “Limited Edition” Eleganza collection features bridal and fashion designs set with uncut diamonds from the Argyle mine. Uncut or ‘chakri” diamonds as they are known in India, once the exclusive preserve of the Maharajas, are gaining continued popularity with Indian consumers.
Central to Rio Tinto’s Australian Diamonds initiative in India is a leading-edge tracking system for monitoring the movement of Rio Tinto’s rough Australian diamonds from its source at the Argyle mine through to finished jewellery.
Vikram Merchant , director of Rio Tinto’s diamond sales and marketing activities in India said, “Today’s consumer wants to know where their jewellery comes from and the Australian Diamonds programme celebrates Rio Tinto’s diamond heritage and pedigree from a clean, traceable source of diamonds.
“The importance of provenance in the diamond industry has never been stronger and today the biggest opportunitity for change lies in developing diamond jewellery offerings that track the diamonds from the mine to the market.”
Speaking at the launch, Baby George, CEO, Joyalukkas Group, said, “Partnering with Rio Tinto, one of the world’s leading diamond producers, offers Joyalukkas a dedicated and reliable supply of ethically sourced natural diamonds. Australian Diamonds, available as a “Limited Edition” Eleganza collection, brings a differentiated and compelling offer of trust to our customers, enhancing our reputation as the world’s favourite jeweller”.
