“Extensive consumer research conducted by Rio Tinto Diamonds in the US has led to the development of four stories, concepts and ultimately collections that encompass Rio Tinto’s rich palette of diamonds, and that speak directly to the US consumer, the company said.  The stories – Shaped by Origin, Cutting Impact, Mixed Medium and Color My World – have resulted in the jewellery collections that address the consumer’s desire for the following: identifying the place of origin, the provenance of the diamond they buy; knowing that their diamond purchase is having a positive impact; unique, differentiating designs and concepts that really set them apart; and access to the attractive and luxurious world of natural coloured diamonds.” -from JNA article

Cutting Impact book features Pure Flight, continued here:

The PURE FLIGHT collection is featured as the example of Sustainable Contemporary design in Rio Tinto’s Diamonds with a Story Campaign, featured in this beautifully designed book .  In the Diamonds with a Story article, JNA describes the programme as: “The jewellery, designed for the US market by eight world-class North American designers, is part of an innovative marketing programme encompassing consumer research and creative collaborations with designers, manufacturers and retailers, the company said in a press release.”

The images below are the next pages from the Cutting Impact, Pure Flight collection:

The launch of Pure Flight Collection, part 2