Taking a cue from being the world’s largest supplier of champagne diamonds and its knowledge on it, Rio Tinto has released a new set of promotional literature on champagne diamonds. “The new range of promotional materials aims to support the retailer, educate the consumer and open up new distribution channels.” comments Jean-Marc Lieberherr, head of Rio Tinto Diamonds NV, the Belgium-based company that sells the champagne diamonds from its Argyle mine in Australia’s isolated outback. %% The promotional content is adapted into a brochure, a sales training programme, a web site and other promotional materials. It showcases the full colour palette, as well as communicates the versatility and accessibility of these very special gems. The material creates a firm connect between champagne diamond jewellery and consumers who like to express their individuality and appreciate finer things in life. %% The distribution of the promotional material will be handled by the representative office of Rio Tinto Diamonds US, as part of its charter to drive demand for this product category in the all important US markets. Rio Tinto will also allow a one-to-one interaction with jewellers, at the JCK Las Vegas trade show. %% Champagne diamonds are gaining considerable cachet with high profile jewellery designers and diamond jewellery retailers around the globe. Champagne diamonds from the Argyle mine are dated at several million years old, with the coloration due to stress on the crystal lattice structure as it was formed deep within the earth’s surface. Today it is this range of color from light champagne to deep cognac that is being embraced by jewelry designers for its timeless elegance. As Swiss designer Suzanne Syz points out “These diamonds mix and match perfectly, not only with each other but also with other colored diamonds, pearls and a variety of gemstones”.