Rio Tinto Diamonds has celebrated the 25th anniversary of its Mumbai office with the launch of seven new collections under their flagship diamond jewellery initiative, Nazraana™.
Against the backdrop of the Indian International Jewellery Week (IIJW), the new jewellery collections, were unveiled by Yami Gautam, Bollywood actress and Brand Ambassador for Nazraana™, and Sonam Kapoor, Bollywood actress and Brand Ambassador for India’s peak diamond industry body, the Gem and Jewellery Export Promotion Council.
Vikram Merchant, Manager of Rio Tinto Diamonds Mumbai office and responsible for the Nazraana™ initiative said, “by developing visibly differentiated diamond jewellery, Nazraana is now positioned as a highly aspirational yet affordable brand that is poised to drive sales across the entire product category.”
The new Nazraana™ collections focus on gift giving occasions in India and are based on seven themes: Love, Infinity, Heritage, Spirituality, Contemporary, Floral and Men’s Luxury. Paola DeLuca, International jewellery consultant for Nazraana™ said, “We have taken many of the very beautiful Indian traditions and designs and presented them in a contemporary manner. Each piece from the seven collections is crafted to perfection for those who are looking for a unique gift for their loved ones.”
The 25th anniversary milestone also provided an opportunity for Rio Tinto Diamonds to reflect on a proud past and look to an exciting future Jean-Marc Lieberherr, Managing director of Rio Tinto Diamonds said, “The new Nazraana™ collections are symbolic of our enduring partnership with Indian diamond industry. They are the latest in a range of innovative marketing initiatives that have been built on a strong track record of working collaboratively with our Indian partners and the industry, to create demand throughout the pipeline.
“Twenty five years ago very few people would have predicted that India would become the powerhouse of the diamond industry. We are so proud of being part of the journey and we are excited to look to a future that encompasses many opportunities for the Indian diamond industry, from the mine to the market,” said Mr Lieberherr.
About Rio Tinto Diamonds
Rio Tinto is one of the world’s major diamond producers through its 100 per cent control of the Argyle mine in Australia, 60 per cent of the Diavik mine in Canada, a 78 per cent interest in the Murowa mine in Zimbabwe. These three mines allow Rio Tinto to produce diamonds for all market segments. Rio Tinto also has an advanced diamond project in India. Rio Tinto’s share of the production from its three operating mines is sold through its Diamonds Sales and Marketing office in Antwerp, Belgium with representative offices in Mumbai, Hong Kong and New York. Rio Tinto Diamonds is a leading supporter of the Kimberley Process as well as a founding member of Responsible Jewellery Council.