Rio Tinto Diamonds has launched a marketing initiative titled “Diamonds With a Story,” emphasizing the history of the diamonds it sells.

Research from the Shand Group indicates that more than three quarters of consumers care about where their diamond is from and how it is mined. The new initiative will educate buyers, manufacturers, and consumers about the origins of Rio Tinto diamonds.

“The four Cs are still important, however for today’s consumer we need to go further and explain the other layers which are the human, geological, and cultural histories wrapped up in every Rio Tinto diamond,” Jean-Marc Lieberherr, general manager for the sales and marketing of diamonds of Rio Tinto mines, said in a statement.

JCK