Rio Tinto diamonds hit the red carpet

Rio Tinto Diamonds (LON:RIO) announced Wednesday it will showcase its Argyle Diamond Jewellery Collection at the upcoming Academy Awards ceremony this Sunday, as part of its plans to boost diamond sales in 2013.

Celebrities, nominees and presenters will wear some of the company’s most famous diamonds at The Oscars, in the first of a series of consumer-targeted initiatives the company is putting in place.

The collection comprises 12 pieces of jewellery, including award winning champagne diamond jewellery such as the Bulles de Champagne Collier (pictured) and an off-white diamond bangle from the sustainable jewellery initiative undertaken by Rio Tinto Diamonds in 2012.

Other than promoting fashion diamond jewellery, the company said these activities will help create awareness and continue to educate consumers on the versatility and affordability of jewellery created using Argyle diamonds from the East Kimberly region of Australia.

“We see these initiatives as instrumental in ensuring that the consumer understands the beauty of Argyle diamonds while illustrating the high value of the pieces. Other exciting initiatives have been developed and will be revealed to the trade at the JCK show in June,” said Rebecca Foerster, manager of Rio Tinto Diamonds’ U.S. Representative Office.