Rio Tinto Diamonds has launched Nature's Beauty, its first sustainable jewelry collection. The collection comprises gold from Rio Tinto's Kennecott Utah Copper Mine in the U.S. and white and champagne diamonds from its wholly owned Argyle Diamond Mine in Australia. Featuring earrings, rings, necklaces and cuffs, the collection was first displayed during last month's JCK Luxury show in Las Vegas, the company reports.
The inaugural collection constitutes a pilot project that will be tested in the U.S. Rio Tinto has been at the front of the reform in the jewelry industry, and based on consumer focus groups and quantitative research results, the company has learned of the importance jewelry consumers place on sustainability.
According to Jean-Marc Lieberherr, Rio Tinto Diamonds Chief Commercial Officer, today's consumer "is looking for assurance that the jewellery they buy has been produced to the highest ethical, social and environmental standards."
As of this month, Rio Tinto is the only miner certified by The Responsible Jewellery Council (RJC), the organization dedicated to promoting responsible practices across the jewelry industry, throughout the various stages of the pipeline.