Rio Tinto with jewellery partner Punjabi Saraf (PS) launched its Australian Diamond™ (AD) programme in Indore in response to the growing consumer interest in diamond provenance. This festive season, Australian Diamonds™ will be available at Punjabi Saraf and other leading jewellers of Madhya Pradesh through the Nazraana™ brand as well as in jewellers own unique collections.
What makes these collections extraordinary is that every diamond featured is 100% traceable back to its mine of origin, is natural and untreated, and ensures a legacy from the land itself.
Rio Tinto Diamonds director Vikram Merchant said that consumer today want that the diamond they are buying has an honourable pedigree – that the process of extracting it from the earth, refining it and taking it to the market has been a careful and respectful one and has not done any harm. “This is a very reasonable expectation that is steadily reshaping the diamond industry for the better and Rio Tinto Diamonds is proud to be playing a leading role in this regard,” said Merchant.
PS partner Sumit Anand said, “Each piece of jewellery made with AD comes with a certificate of authenticity. Our customers will now be able to purchase diamond jewellery with confidence and wear these beautiful designs with pride.”
PS partner Ajay Anand added “I have visited Argyle mine in the remote East Kimberley region of Western Australia and seen at first hand the state-of-the art underground mine employing the highest levels of mining, social and environmental practices. It gives me great pleasure to offer these beautiful diamonds to our valued customers.”