Lookbook - Diamonds with a Story

Transcription

2016-2017
Index
06
07
08
09
10
12
18
32
50
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Market Opportunity
Market Insights
The Argyle Mine
The Product
Introduction
Welcome to Rio Tinto Diamond’s 2016/2017 Diamonds with a Story™, a global market development
initiative that showcases the beauty of natural color diamond jewelry designs and the assurance of diamond
provenance, to propel additional diamond sales at the retail counter. Diamonds with a Story™ is both a
promise that every diamond has a story to tell, and a program that retailers can implement to excite consumers
about diamond jewelry with awe-inspiring design and a great deal of integrity.
Diamonds with a StoryTM Design Directions 2016-2017
Rio Tinto’s 2016/2017 Diamonds with a Story™ program features six of the world’s most visionary
Consumer Profiles 2016
with the beautiful spectrum of champagne, chestnut-hued and rich truffle-toned Australian diamonds. An
Designer Collections
designers, each of whom has created a bespoke collection of contemporary, fashionable, fine jewelry, set
additional eight collections, all uniquely appealing as well as price-appropriate for the American consumer,
exemplify the beautiful jewelry designs that can be crafted using Argyle diamonds. In total there are over
200 pieces of gorgeous diamond jewelry showcased in these collections.
Essential Collections
Every diamond featured in these collections is 100% traceable back to its mine of origin, is natural and
Marketing Inspiration
mine to the time that master craftsmen help release the diamonds’ exquisite beauty, Rio Tinto provides proof
Contacts & Credits
untreated, and ensures a legacy from the land itself. From the moment diamonds are unearthed at the diamond
of a unique origin and the assurance that its diamonds have been handled with the care worthy of their
noble birthplaces. Rio Tinto’s unique chain of warranty is a proprietary system developed with independent
auditors to ensure the traceability of its diamonds at all stages of the pipeline up to the point of delivery to
the customer.
Again, we welcome you to the next chapter of Diamonds with a Story™ and hope you enjoy this journey
of discovery and design.
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Diamonds with a StoryTM 2016-2017
Sales of diamond jewelry in the United States rose 5 percent in 2015 to hit a record
Research has demonstrated that the country of origin of a product or service both affects
$39 billion, according to a report released by De Beers1 in late April 2016. Even more
consumers’ perceptions of said product or service and is used to reduce the inherent
encouraging, the same study concluded that diamond acquisition rates remain high
uncertainty associated with the purchase. Knowing and having the ability to state the
amongst Millennials - the generation often considered apathetic toward diamonds.
place of origin of your diamond supply can therefore be a powerful sales tool at the jewelry
counter, connecting consumers with their purchase and removing any question of where
In early April, the Knot announced the results of its 2015 “Real Weddings” Study of
approximately 13,000 recently engaged or married people in the U.S. in which, 84%
of those surveyed chose an engagement ring with a diamond as opposed to 8% who
selected another kind of precious stone. Both surveys underline the growth potential for
the diamond jewelry category.
While the diamond engagement ring continues to remain a “cultural imperative”,
the diamond fashion jewelry category offers a unique opportunity for retailers and
manufacturers alike to garner incremental sales in a category other than fine jewelry
purchased around the bridal occasion. Diamond fashion jewelry offers consumers of
any age both an entry point and accessibility to diamonds as an “everyday” accessory, as
a gift or self-purchase, and for any occasion.
1
http://tinyurl.com/h4m7a6r
the diamond has come from, and under what conditions it has been mined and processed.
To ensure your time and energy at the counter is spent on selling the beauty of the design
and the emotion behind the purchase versus defending any doubt about the origin of
the product, Rio Tinto has recently developed a fully audited tracking system for its
diamonds, tracing stones from your jewelry store all the way back to our mines.
Other consumer insights include:
• Consumers desire innovative designs more than status-symbol acquisitions. They want
jewelry that expresses their style and individuality.
• Design is the most important purchase driver for consumers, even more than
occasion or price.
• Over 50% of consumers care to learn about the country, and even more specifically, the
mine their diamonds come from.*
• Over 75% of consumers want their diamonds to be mined in an ethical manner with
respect for the environment and the communities in which diamonds are mined and
manufactured.*
* Source: Mintel Research (2012)
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T
he Argyle diamond mine, located in
the East Kimberley region of Western
Australia, is one of the largest suppliers
of rough diamonds in the world today. Widely
recognised as one of the most technically advanced
and innovative mines globally, every diamond
unearthed here is a precious original, recovered
using great care and responsible mining practices.
The Argyle mine is a significant contributor to the East Kimberley region
in terms of employment, infrastructure, tourism and other, far reaching
growth initiatives and provides ongoing support to local, indigenous
Argyle
produces 20
million carats, on
average, of rough diamonds
per year, representing
approximately 15% of the world
market and making it the
world’s largest producer of
rough diamonds by
volume.
ARGYLE DIAMONDS, THE PERFECT DIAMOND
FOR TODAY’S CONSUMER
Known the world over for their exceptional fire and light, Argyle diamonds
come in a variety of colors, clarities, sizes and prices. This diversity opens up
a new world of possibilities in next generation diamond jewelry design, giving
players throughout the entire pipeline the edge they need to create profitable
Argyle produces a
wide range of natural
color diamonds, from exotic
champagne diamonds and
mysterious greys to brilliant
whites and the remarkably
rare, pink diamonds.
and sellable diamond jewelry collections.
THE PROFILE OF POLISHED ARGYLE DIAMONDS
communities. Argyle is also strongly committed to the preservation of
the environment, as reflected in its initiatives that aim to conserve natural
resources, protect rare and exotic wild life and fauna species, promote
environmental awareness in the workforce and protect indigenous heritage
sites. The mine is wholly owned and operated by Rio Tinto, an industry
leader who is proud of its reputation for having a trustworthy approach
Approximately one
out of six diamonds in
the world is an Argyle
diamond.
towards its customers, workers, communities and the environment.
White and grey, as well as
light brown colors
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Clarities I1 and lower
Sizes from 0.01 to 0.03 carats
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Design Directions 2016-2017
S
ocial media and digital marketing are
hugely important in the luxury goods
sector. By instantly fetching any desired
information through the web, consumers are
more aware than ever about what they are
purchasing and how it’s produced.
The digital world not only provides consumers with instant access to
and products and/or try to reduce their spending by choosing items that
Basic Rationalist, the Global Explorer, the Nostalgic Dreamer and the
Sustainability is key as many consumers seek out eco-friendly brands
stand the test of time. Craftsmanship and the feeling of authenticity are
also important influences. Natural materials, organic shapes, and rough
textures resonate well with consumers that regard imperfections as unique,
rather than flaws. The ability to tell a story and uniquely express one's
self through jewelry are key factors in driving a consumer's purchase.
History and mythology combined create dream worlds filled with
fantasy and magic. It adds a bit of mystery and sense of the unknown
in an era marked by scientific discoveries.
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information, but also with numerous ways in which they can freely express
themselves. Think text, images, icons, emojis, etc. Self-expression can
often lead to direct affirmation from “followers” that their choices are
both accepted and liked.
Throughout the following pages you will find 4 consumer profiles – the
Digital Expressionist. These consumer profiles are based upon trend
research conducted by The Futurist Ltd, a leading jewelry forecasting
company based in Italy. We have taken into account the preferences
of each of these consumer types and curated Argyle diamond jewelry
collections complimentary to these consumers’ tastes. In addition to six
designer collections, we have carefully created eight essential collections
with the above mentioned consumer profiles in mind. All collections are
available to retailers, and can be found on the following pages.
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The Basic Rationalist
The Global Explorer
The Nostalgic Dreamer
The Digital Expressionist
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The Basic Rationalist feels a great sense of
responsibility
The Nostalgic Dreamer constructs her self image around
historical references. Embracing and fantasizing about another
towards the society in
which she lives. She reflects upon her own actions
and their impact on the
time and place, she is inspired by the past, both factual and imagined.
environment.
Being a self-disciplined individual, she looks to
The Basic Rationalist either edits or out right rejects anything she deems culturally
meaningful issues. Reusability and
accessibility have changed her habits, and wealth is no longer defined by ownership of
possesions. The
ultimate luxury is serene simplicity.
environmental issues, the Basic
Rationalist prefers products that are produced locally and/or fair trade. The story
behind the product has become imperative. She has integrated technology in
Having a high level of awareness about
daily activities with a balanced approach, utilizing the Web on a recurring basis to
determine what brands and products best align with her
prior to making a purchase.
Aperlai
core values
theatrics and storytelling is exhibited
boldly in the designs she wears. Having a flair for spirituality, symbols are used
The Nostalgic Dreamer's love for
ranging from crosses to astrological motifs. Product design is rooted in the past, both
retro and ancient.
Sergio Rossi
Emilio Pucci
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elevate life into something
extraordinary, she adds a sense of mystery and romance to her
everyday routine by collecting items with an instrinsic meaning and symbolism.
As history shapes the future, both the fascination for mythology and love for
early 1900’s style are part of the Nostalgic Dreamer’s world. This consumer has
a fondness and love for the relics of our recent technological past, and prefers new
technology to reference analogue styles.
In order to step away from the mundane and
create a better world beginning with her own.
unnecessary in order to make room for
heritage and
Street Style Paris FW16 - Indigitalimages
Street Style Paris SS16 - Indigitalimages
Prada
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The Global Explorer believes in a true and meaningful
Marion Bartoli By Musette
engagement
with life and everything the world has to offer. She lives for adventure
and travel, both physically and through the internet and social media. She
possesses a high level of global awareness and searches for past human
instincts that have been lost in a world driven by technological innovations.
Looking to create a harmony with nature, she follows the slow-living
The Digital Expressionist is
and is technologically savvy. She is emerging from a
class that accumulates wealth at a young age. Obsessed
with
connect with nature,
networking,
a multitude of channels. The Digital Expressionist
creates a virtual
identity that is often a reflection
Cori
of her aspirational life.
the world and its
Online communities and social
networks become the places from which the
Digital Expressionist draws inspiration as the line between digital and real-life
experiences blur. Social media platforms are tools used to showcase individual
style. The possible boost and affirmation provided by other users inspires the
inhabitants on a deeper level, resulting in a re-engagement with craftsmanship and
authenticity. This consumer purchases products that will stand the test of time and
are not harmful to nature.
Fair trade and traceability of products are important as the Global Explorers
consume ethically
high-tech innovations,
and socializing, most often engaged online through
trend towards a consumerism that is more respectful to the planet.
The Global Explorer tries to
often found online
Digital Expressionist to explore her own personal style and curate unique looks that
produced items and eat organic food. Evidence of high
she can share
craftsmanship and skill plays an important role, and the Global Explorer is
drawn to techniques such as embroidery, beading, and fringing.
online.
Digital technologies enable excellent customer service both online and
offline. Virtual reality is becoming a way to further delight and attract luxury
consumers. The habit of this consumer to express herself through text and icons
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Stella Jean
Street Style New York FW16 - Indigitalimages
Street Style New York SS16 - Indigitalimages
inspire designs that are quirky
and fun.
Kotur
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2 0 1 6 - 2 0 1 7
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Diamonds with a StoryTM 2016-2017 / Designer Collections
The Basic Rationalist / MINIMAL SOPHISTICATION
W
hat inspired me to create “Converge”
was the idea of two delicate lines
coming together from different points.
The result is both minimalist and feminine and
subtly communicates the idea of individuals uniting for
a bigger purpose.
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was hardly a stranger to the fashion industry. After studying at the Sorbonne, in Paris,
Paige landed an internship with Karl Lagerfeld at Chanel. A native New Yorker and
a francophile, Paige designs with an urban sensibility and draws inspiration from
her background in art and architecture. As a member of the CFDA, and winner of
the 2015 Fashion Group International Rising Star Award for Fine Jewelry, Paige is
the creative director, overseeing all aspects of the design process.
Lost Time by Glithero photo by Petr Krejci
Esteban Cortazar FW 16 - Indigitalimages
Novick
Paige
When Paige Novick officially launched her luxury accessories company in 2008, she
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The Basic Rationalist / TWISTED INFINITY
T
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Sally Lapointe FW 16 - Indigitalimages
Cini&Nils - Indigitalimages
Leong
Sandy
he name of my new Diamonds with a Story™
collection is Harmonic: 1. pertaining to
harmony, as distinguished from melody and
rhythm. 2. marked by harmony; in harmony; concordant;
consonant. The collection symbolizes what sound waves
and vibrations would look like in the flowing metal
of 18k gold and sparkling diamond notes.
Sandy Leong launched her eponymous, sustainable fine jewelry collection in
2009. Conscientious of the long term, global impact of mining, Sandy remains
sustainable by thoughtfully constructing each of her pieces in recycled 18
karat gold and ethically sourcing conf lict free diamonds and gemstones. All
production is done locally in New York through sustainable manufacturers
who are transparent about their commitment to sustainability. Select natural
materials are sculpted by global artisans, as Sandy strives to support local
craftsmanship and preserve traditional design methods. Her partnership with
Rio Tinto’s Diamonds with a Story™ is a natural progression to encourage
and promote environmental and social responsibility.
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The Nostalgic Dreamer / ROYAL FLAVOR
I
designed my newest collection for Diamonds with
a StoryTM so that women who wear it feel like a
queen. It is this transformative power of diamonds
that most influences the way I design. Every woman
deserves to feel like royalty.
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women’s line at Bergdorf Goodman in 2007. It was an immediate success, both
critically and commercially. Today, M.C.L is sold in 36 markets and is a permanent fixture on red carpets everywhere. Laurenza travels constantly, sometimes passing
through five different countries in a month. Many would find it tiring, but Laurenza’s
creativity is charged by seeing the vibrancy of life as it is lived from city to city,
hemisphere to hemisphere. Through his jewelry he shares that spirit of exuberance
with women all over the world. Infused with inspiration from countries worldwide
and his background in sculpture, jewelry and architecture, American designer
Matthew Campbell Laurenza blends experiences and cultures to produce unique
and distinctive jewelry designs.
Dolce e Gabbana SS16 - Indigitalimages
Versace Home - Indigitalimages
Campbell
Laurenza
Matthew
American jewelry designer Matthew Campbell Laurenza launched his M.C.L
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The Global Explorer / RAW ELEGANCE
I
was inspired to create “Primordial” around
the idea of organic and raw designs. Through
my travels, I’ve visited the Middle East many
times, and have always loved the culture. I explored
their history by designing pieces that reminded me of
the sun and the sand. The collection is a modern
take on ancient and cultural styles of jewelry.
Kalan
Suzanne
Fine jewelry designer Suzanne Kalan launched her business in 1988 after her
daughter Patile, also a gifted designer, was born. Suzanne has traveled the world to
select some of the finest gemstones for both the 14k and 18k collections. Suzanne
Kalan is highly acclaimed for her keen sense of color and innovative designs that
are unparalleled in the fine jewelry world. Her signature pieces feature diamond
baguettes that have been placed in an unconventional approach in her 18k collection.
The collection is highly coveted and has received several press features and awards.
Suzanne brings an entirely new meaning to contemporary and timeless jewelry. She
has created an affordable fine jewelry brand that is fashionable and traditional, with a
natural elegance. Her pieces are distinctive and bold with exceptional craftsmanship.
Hermes FW 16 - Indigitalimages
Her team of experts handcrafts the jewelry in their Los Angeles based studio.
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The Global Explorer / AMAZING NATURE
S
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Jennifer Dawes of Dawes Design debuted her first, fine jewelry collection in 2000 and
has since evolved to become one of the main proponents of sustainable, responsible
jewelry while also creating pieces that are magical to wear. Each piece combines
her love of ancient civilizations with what is happening right now in culture and
design and is hand-made, fabricated and finished at her studio in rural Sonoma
County, California. Dawes explains, “I try to let the material speak for itself. I strip
the designs back to their essential components and in doing this they become very
feminine, subtle and organic. I have built a consumer base that resonates with the
simplicity of my work and are able to combine and collect styles from my different
lines which express their own individual tastes, desires and lifestyles.
Dolce e Gabbana FW 16 - Indigitalimages
Dawes
Jennifer
ince the beginning of time, humans have adorned
themselves with flowers and botanical
motifs. My 2016/2017 Diamonds with a StoryTM
collection for Rio Tinto is inspired by that tradition.
This spring we are calling again on the beauty of nature
by using these beautiful colored diamonds from the
Argyle mine to represent the flora we love.
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The Digital Expressionist / DECORAMA
I
am drawn to geometric shapes from the
Art Deco era, edgy yet symmetric.
Decorama is a collection of tiny protective
armors for the strong women of our time.
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mining business and her father is a recycled metal dealer. A New York City
resident, Xiao uses all locally-produced/available materials including recycled
gold set with ethically sourced, untreated gems (i.e. fancy color diamonds,
emeralds, and sapphires) throughout her fine jewelry lines. Her collection is
a perfect balance of delicate design and bold, modern shapes, her inspirations
come from manga and pop art. Xiao Wang Jewelry has been featured in Vogue
Gioiello, W, Self, JCK, WWD magazines. Xiao Wang is also an actress and a
fashion model.
Fotolia
Anrealage FW 16 - Indigitalimages
Wang
Xiao
Xiao Wang's love for jewelry is in her DNA, her great grandfather was in the
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2 0 1 6 - 2 0 1 7
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Diamonds with a StoryTM 2016-2017 / Essential Collections
The Basic Rationalist / MINIMAL SOPHISTICATION
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Aquilano Rimondi FW 16 - Indigitalimages
Sophistication
Fotolia
Minimal
Manufactured by KGK
E
ven the most sophisticated of consumers
is searching for meaningful designs
and has adopted a “less is more” motto.
Jewelry is functional, with multitasking elements
that create possibilities for the new fashionista to
wear. Clusters of diamonds have never looked so
chic. Layering, collecting, mixing and matching
are the ultimate plays on luxury.
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The Basic Rationalist / TWISTED INFINITY
T
Celine FW 16 - Indigitalimages
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Milano Design Week 2016
Infinity
Twisted
Manufactured by Interjewel
he timeless nature of knots and weaves
is easily interpreted by both global
brands as well as independent designers
as enduring symbols of love and connection.
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The Nostalgic Dreamer / ROYAL FLAVOR
F
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Blugirl FW 16 - Indigitalimages
Flavor
Royal
antasy and fairy-tale like atmospheres
inspire the crests, crowns, keys and
decor of Royal Flavor. The search for
beauty and poetry in everyday-life is expressed
through a romantic nostalgia of swirling lines,
lace effects, and exquisite craftsmanship.
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The Nostalgic Dreamer / MAGICAL HYPNOSIS
Alexander McQueen FW 16 - Indigitalimages
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Fotolia
Hypnosis
Magical
Manufactured by KGK
A
ceiling of constellations and galaxies
inspire designers to interpret the
wonders of the universe through
stars, moons, and zodiac symbols. These
updated versions of amulets are charming
Millennials looking to add extra resonance and
expression to modern-day life.
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The Global Explorer / RAW ELEGANCE
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Armani Casa - Indigitalimages
Elegance
Raw
Manufactured by KGK
A
primal and raw feeling is transmitted
through imperfect surfaces. A mixture
of ancient and pre-historic times inspire
all aspects of these designs and are visible in
hammered and brushed textures. Nature is an
important source of inspiration both for motifs
and forms.
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The Global Explorer / AMAZING NATURE
A
Gucci FW 16 - Indigitalimages
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Fotolia
Nature
Amazing
romantic atmosphere is expressed
through stylized, whimsical forms and
poetic designs. Flora and fauna are
reinterpreted with a touch of avant-garde
sensuality, resulting in designs that climb the
ear and swirl across the fingers. Leaves curl,
flowers bloom, petals arch and a jungle of plants
and stems twist with dimension and energy.
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The Digital Expressionist / DECORAMA
Sportmax FW 16 - Indigitalimages
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Decorama
Fotolia
Decorama
T
he study of points, lines, and curves has
taken up residence in jewelry thanks to
myriad seasons of Mod (1960s youth
culture) inspiration on fashion’s top runways.
When applied to jewelry, it is simple shapes like
triangles, circles, spheres and squares that are
dusted in diamonds that hit must-have status.
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The Digital Expressionist / ICONICITY
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Chanel FW 16 - Indigitalimages
Milano Design Week 2016
Iconicity
Iconicity
Manufactured by KGK
S
torytelling is one of the most ancient art
forms known to man. With origins in
signs and symbols, these simple figures
gave us the ability to pass on information, ideas
and mythology. As time evolved, the written
word (letters and numbers) gained power and
has proved to be undeniably sublime. Today, we
continue to tell stories through pictography and
emoticons, creating conversations that can be
understood around the globe.
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Marketing Materials
All of the marketing collateral shown on these
pages is meant to inspire ideas for creating a
unique in-store environment. Each item is fully
customizable to reflect your store/brand image.
COUNTER CARD
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STORE SIGNAGE
AU THENTICITY CARD
CONSUMER BROCHURE
SALES TRAINING DVD
I NCASE SIGNAGE
J E W E L R Y D I S P L AY
SALES TIP CARD
POSTER
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Rio Tinto wishes to thank the following for their participation in
Diamonds with a Story™ 2016-2017:
Designers:
Jennifer Dawes
Suzanne Kalan
Matthew Campbell Laurenza
Sandy Leong
Paige Novick
Xiao Wang
A special thanks to Diamond and Jewelry Manufacturers:
Interjewel
KGK Group
Creative Direction, Design Strategy, Research, Lookbook Concept & Graphics:
The Futurist Ltd - Paola De Luca Group
Photography:
Sandro Art & Photography LLC
For more information, please contact
[email protected]
www.diamondswithastory.com
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Lookbook - Diamonds with a Story

Transcription

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